Brands: The Logos of Global Economy (International Library by Celia Lury

By Celia Lury

Manufacturers are in every single place: within the air, at the high-street, within the kitchen, on tv and, perhaps even in your ft. yet what are they?

The model, that time of connection among corporation and patron, has turn into one of many key cultural forces of our time and probably the most vital automobiles of globalization. This booklet deals a close and leading edge research of the brand

Illustrated with many examples, the e-book argues that brands:
* mediate the provision and insist of goods and companies in a world economy
* body the actions of the marketplace by way of functioning as an interface
* converse interactively, selectively selling and inhibiting conversation among manufacturers and
* function as a public forex whereas being legally secure as inner most estate in law
* introduce sensation, features and impact into the quantitative calculations of the market
* set up the logics of world flows of goods, humans, photos and events.

This publication could be crucial examining for college kids of sociology, cultural reviews and intake.

Show description

Read Online or Download Brands: The Logos of Global Economy (International Library of Sociology) PDF

Best international business books

S Rajaratnam on Singapore: From Ideas to Reality

This publication, a compilation of key speeches and articles via the overdue Mr S Rajaratnam, is a tribute to at least one of the founding fathers of Singapore. because the country's first overseas minister, he was once pivotal in conceptualising and enforcing its overseas coverage. current on the delivery of the organization of Southeast Asian countries (ASEAN), he used to be additionally instrumental in making sure a positive function for Singapore in neighborhood cooperation.

Finance and World Order: Financial Fragility, Systemic Risk, and Transnational Regimes (Contributions in Economics and Economic History)

Opposed to the history of the globalization of non-public finance, the predominance of states in worldwide affairs can't be taken with no consideration. New actors, equivalent to advertisement banks or securities homes, have entered the worldwide area and, hence, have to be integrated in any educated research of social truth.

Financial Elites and Transnational Business: Who Rules the World?

This soaking up ebook addresses the probably uncomplicated query of who ideas the area by means of linking it to debates approximately who owns the realm and what this implies for the dynamics of worldwide energy distribution. numerous professional participants concentrate on international concerns, together with the function of transnational finance, interlocking directorates, possession and tax havens.

Wine, Society, and Globalization: Multidisciplinary Perspectives on the Wine Industry

This selection of essays includes a few case reviews from key wine-growing areas and international locations around the globe. members concentrate on the advance of the wine company and its total value and effect when it comes to the local and domestic financial system and the foreign economic climate

Additional info for Brands: The Logos of Global Economy (International Library of Sociology)

Example text

Schulz, quoted in Koehn, 2001:247) But this did not mean that there was no product differentiation within the brand: rather, the contrary. The mid-1990s saw the development of several new products by Starbucks, including a coffee named Blue Note Blend, a blend that was the core of a marketing campaign that also featured jazz CDs, specially produced with Capitol Records Inc. and its Blue Note record label. What is especially interesting here is the way in which both products—coffee and music—are part of, or emerge in, processes of brand positioning.

Arvidsson argues that this shift in perspective happens in part because advertising is assumed to have lost most of its (or never had much) capacity to persuade consumers. 6 These rested on the presupposition that consumers are more or less passive subjects to be moved by advertising through various behavioural stages from product awareness to buying decision. In contrast, marketers have increasingly become advocates of the view that consumers are active and reflexive. In relation to this active, or reflexive, consumer, Arvidsson notes that so-called postmodern marketing posits a different logic of value from that of the classic marketing approach: the ‘semiotic logic of value’ (Firat and Venkatesh, 1993, cited in Arvidsson).

Whether and how change is recognised, named, owned and exploited is typically a matter of contestation. It both reflects and reinforces divisions within and between occupations. In very general terms, Castells (2000) argues that there is a division of labour into two categories within the global economy. The first category includes what he calls self-programmable labour—that is, labour which is equipped with the ability to retrain itself, and adapt to new tasks, new processes and new sources of information, as technology, demand and management speed up their rate of exchange.

Download PDF sample

Rated 4.38 of 5 – based on 11 votes