Commodity Branding

Author : Andrew Bevan,David Wengrow
Publisher : Routledge
Page : 279 pages
File Size : 46,6 Mb
Release : 2016-06-16
Category : Social Science
ISBN : 9781315430874

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Cultures of Commodity Branding by Andrew Bevan,David Wengrow Pdf

Commodity branding did not emerge with contemporary global capitalism. In fact, the authors of this volume show that the cultural history of branding stretches back to the beginnings of urban life in the ancient Near East and Egypt, and can be found in various permutations in places as diverse as the Bronze Age Mediterranean and Early Modern Europe. What the contributions in this volume also vividly document, both in past social contexts and recent ones as diverse as the kingdoms of Cameroon, Socialist Hungary or online eBay auctions, is the need to understand branded commodities as part of a broader continuum with techniques of gift-giving, ritual, and sacrifice. Bringing together the work of cultural anthropologists and archaeologists, this volume obliges specialists in marketing and economics to reassess the relationship between branding and capitalism, as well as adding an important new concept to the work of economic anthropologists and archaeologists.

Author : Fridrik Larsen
Publisher : Springer Nature
Page : 156 pages
File Size : 55,7 Mb
Release : 2023-06-21
Category : Business & Economics
ISBN : 9783031299667

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Commodity Branding by Fridrik Larsen Pdf

When it comes to branding the energy space, an exciting and largely unexplored field of research emerges. Energy companies are under the spotlight as consumers press for positive action on sustainability, CSR, and environmental issues. In light of this, this book has two objectives. First, the author explores the challenges and opportunities that experts within the field face when deciding on strategic brand direction. The results indicate that practitioners in recently liberalised markets have met the emerging branding challenges, such as differentiating commodities, meeting new consumer demands, and building strong brands. Second, the book examines, from an expert-practitioner point of view, whether branding and building brands are activities relevant to this type of market. This book, therefore, attempts to fill a literature gap, as it examines the applicability of theoretical and practical methods of branding and brand strategies in a commodity market, in this case the energy market.

Author : Margit Enke,Anja Geigenmüller,Alexander Leischnig
Publisher : Springer Nature
Page : 421 pages
File Size : 41,7 Mb
Release : 2022-04-22
Category : Business & Economics
ISBN : 9783030906573

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Commodity Marketing by Margit Enke,Anja Geigenmüller,Alexander Leischnig Pdf

Commoditization is a major challenge for companies in a wide range of industries, and commodity marketing has become a priority for many top managers. This book tackles the key issues associated with the marketing of commodities and the processes of commoditization and de-commoditization. It summarizes the state of the art on commodity marketing, providing an overview of current debates. It also offers managerial insights, case studies, and guidance to help manage and market commodity goods and services.

Author : David Wengrow,Andrew Bevan
Publisher : Unknown
Page : 267 pages
File Size : 51,7 Mb
Release : 2010
Category : Electronic
ISBN : OCLC:740849355

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Cultures of Commodity Branding by David Wengrow,Andrew Bevan Pdf

Author : Roopali Mukherjee,Sarah Banet-Weiser
Publisher : NYU Press
Page : 316 pages
File Size : 41,8 Mb
Release : 2012-02
Category : Law
ISBN : 9780814764008

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Commodity Activism by Roopali Mukherjee,Sarah Banet-Weiser Pdf

Buying (RED) products—from Gap T-shirts to Apple—to fight AIDS. Drinking a “Caring Cup” of coffee at the Coffee Bean & Tea Leaf to support fair trade. Driving a Toyota Prius to fight global warming. All these commonplace activities point to a central feature of contemporary culture: the most common way we participate in social activism is by buying something. Roopali Mukherjee and Sarah Banet-Weiser have gathered an exemplary group of scholars to explore this new landscape through a series of case studies of “commodity activism.” Drawing from television, film, consumer activist campaigns, and cultures of celebrity and corporate patronage, the essays take up examples such as the Dove “Real Beauty” campaign, sex positive retail activism, ABC’s Extreme Home Makeover, and Angelina Jolie as multinational celebrity missionary. Exploring the complexities embedded in contemporary political activism, Commodity Activism reveals the workings of power and resistance as well as citizenship and subjectivity in the neoliberal era. Refusing to simply position politics in opposition to consumerism, this collection teases out the relationships between material cultures and political subjectivities, arguing that activism may itself be transforming into a branded commodity.

Author : Sreedhar G V S
Publisher : Unknown
Page : 212 pages
File Size : 48,6 Mb
Release : 2006-03-22
Category : Electronic
ISBN : 8178817802

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Commodity Branding: Concepts And Cases by Sreedhar G V S Pdf

In a rapidly evolving market threatened by fast product obsolescence, changing consumer demographics and tastes, fragmented media and markets and increased competition, companies have had to take the branding route to have a sustainable competitive edge e

Author : Felicity Barnes
Publisher : McGill-Queen's Press - MQUP
Page : 265 pages
File Size : 48,8 Mb
Release : 2022-08-15
Category : Business & Economics
ISBN : 9780228012153

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Selling Britishness by Felicity Barnes Pdf

From the 1920s until the outbreak of the Second World War, Australia, Canada, and New Zealand filled British shop windows, newspaper columns, and cinema screens with “British to the core” Canadian apples, “British to the backbone” New Zealand lamb, and “All British” Australian butter. In remarkable yet forgotten advertising campaigns, prime ministers, touring cricketers, “lady demonstrators,” and even boxing kangaroos were pressed into service to sell more Dominion produce to British shoppers. But as they sold apples and butter, these campaigns also sold a Dominion-styled British identity. Selling Britishness explores the role of commodity marketing in creating Britishness. Dominion settlers considered themselves British and marketed their commodities accordingly. Meanwhile, ambitious Dominion advertising agencies set up shop in London to bring British goods, like Ovaltine, back to the dominions and persuade their fellow citizens to buy British. Conventionally nationalist narratives have posited the growth of independent national identities during the interwar period, though some have suggested imperial sentiment endured. Felicity Barnes takes a new approach, arguing that far from shaking off or relying on any lasting sense of Britishness, Dominion marketing produced it. Selling Britishness shows that when constructing Britishness, advertisers employed imperial hierarchies of race, class, and gender. Consumption worked to bolster colonialism, and advertising extended imperial power into the everyday. Drawing on extensive new archives, Selling Britishness explores a shared British identity constructed by marketers and advertisers during advertising’s golden age.

Author : Anonim
Publisher : Rizzoli Publications
Page : 194 pages
File Size : 45,6 Mb
Release : 2018-02-13
Category : Art
ISBN : 9780847862412

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Brand New by Anonim Pdf

An eye-opening book about the 1980s New York art scene, its far-reaching effects on contemporary art, and the rise of some of the biggest names in the art world today. This groundbreaking book, accompanying a major exhibition at the Hirshhorn, tells the story of the evolution of New York’s downtown art scene in the 1980s—from a DIY counterculture in the East Village to a legitimate gallery business in SoHo. Coinciding with the rise of modern branding and the onset of the information age, artists’ focus on commodities and consumerism began as satire but came to be much more complex: commodities and associated phenomena, such as advertising, now served as vessels for ideas, politics, and personal relationships in “brand-new” types of painting, sculpture, photography, installation, and performance. In a book full of visual surprises, newly commissioned essays shed new light on this pivotal period: curator Gianni Jetzer provides a comprehensive overview, while Leah Pires illuminates lesser-known conceptual collaborations, and Bob Nickas offers an eyewitness account of the East Village gallery scene. These texts, together with an illustrated chronology, provide a fresh account of the moment at which contemporary artists such as Felix González-Torres, Peter Halley, Jeff Koons, Barbara Kruger, Sherrie Levine, Richard Prince, and Cindy Sherman grabbed the ball from Andy Warhol and ran with it, changing the rules of the game forever.

Author : Paul Temporal
Publisher : John Wiley & Sons
Page : 284 pages
File Size : 45,6 Mb
Release : 2000-02-10
Category : Business & Economics
ISBN : UCSD:31822028210458

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Branding in Asia by Paul Temporal Pdf

"Paul Temporal shows how the fundamental principles of brand building are transferable to the Asian environment. A diverse collection of Asian caselets should convince us that the 21st century will see the emergence of more Asian regional and global megabrands." Professor John A Quelch Dean London Business School "Branding in Asia addresses an unusual situation in Asia - how is it that a region which has such high brand appreciation, produces few international brands of its own? The author's analysis of actual case studies, ranging from powerful global brands to local companies, illustrates his points clearly. This, coupled with a sensitive understanding of the cultural differences in the region makes it an excellent reference for everyone working with brands." Felix Herrnberger President BMW Asia Pte Ltd "Paul Temporal succinctly dissects the often mystical qualities that make up a successful brand. Too often Western insights, models and case studies are applied arbitrarily across the globe, it is so refreshing to see branding tackled from a purely Asian perspective. An invaluable reference book and eminently readable, the step-by-step style and volume of relevant cases and examples makes this a must have for any manager in Asia looking to embark on creating his own regional or global brand." Ray Dempsey Area manager McCann-Erickson South East Asia

Author : Andy Pike
Publisher : John Wiley & Sons
Page : 242 pages
File Size : 49,7 Mb
Release : 2015-05-26
Category : Social Science
ISBN : 9781118556405

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Origination by Andy Pike Pdf

Origination: The Geographies of Brands and Branding offers innovative theoretical and conceptual frameworks relating to the ways that actors create meaning and value in commodity brands and branding through processes of geographical association. Provides innovative conceptualization and theorization to facilitate an understanding of the geographical dimensions of brands and branding Challenges current interpretations of brands as vehicles of homogenization in globalization Establishes the theoretical and conceptual foundations of a more geographically sensitive approach through rigorous empirical examination of the under-researched geographical differentiation of commodity brands and branding Presents innovative new research and analysis of the socio-spatial biographies of the Newcastle Brown Ale, Burberry and Apple brands Forges strong new connections between political and cultural economy approaches within geography Provides a distinctive and incisive conceptual and theoretical framework capable of engaging other branded commodities and their branding in other times and places

Author : Liz Moor
Publisher : Berg
Page : 200 pages
File Size : 55,5 Mb
Release : 2007-12-15
Category : Social Science
ISBN : 9781845203832

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The Rise of Brands by Liz Moor Pdf

"Brands and logos are all around us - from the clothes we wear and the objects we buy, to the advertisements which cover our cities and the celebrities created by the media. We regard the brand as a new phenomenon, something born with the consumer society, but branding was born with civilization, its earliest examples dating to the Roman Empire." "Branding is now a growing industry, applied not only to commodities but to charities, cities, the worlds of sport and entertainment, even government initiatives. Such is the ubiquity and power of branding that it is increasingly taken as a sign of the commodification of everyday life and the rapacity of corporate power." "Examining the brand in history, the growth of national and global brands, the changing approaches of the branding industry and the exploration of new spaces for advertising, The Rise of Brands analyses exactly how brands develop and operate in contemporary society."--BOOK JACKET.

Author : Andy Pike
Publisher : Edward Elgar Publishing
Page : 381 pages
File Size : 48,5 Mb
Release : 2011-01-01
Category : Business & Economics
ISBN : 9780857930842

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Brands and Branding Geographies by Andy Pike Pdf

'The volume edited by Andy Pike includes contributions by several leading figures in the study of brands, places and place branding. . . However, this is not what makes the book a welcome addition to the literature. What really makes the book interesting is actually the brave attempt to deal with an intrinsically difficult topic, one that is rarely – if ever – explored: the relationship between brands and branding with the places in and around which these operate. Several facets of this relationship are explored in the book. . . The book is introduced nicely by Andy Pike in a chapter that sets the scene and clarifies the intentions of the book. . . I am glad the first book to handle these issues is on my shelves.' – Mihalis Kavaratzis, Regional Studies 'An incomparably rich trove of work on the multifarious and contradictory "entanglements" between space, place, and brand. The volume helps us understand how and why "places of origin" play an ever greater role in the marketing of commodities, even while corporations continue to seek "placelessness" in pursuit of the bottom line. And it illuminates how and why entrepreneurial governments seeking to enhance global competitiveness increasingly turn to place branding – at the neighborhood, urban, and national scale – even while launching rounds of restructuring that undercut the authenticity and viability of local identities. A valuable and accessible contribution to the urban studies and cultural studies literature.' – Miriam Greenberg, University of California, Santa Cruz, US 'An important effort to pull together multidisciplinary research on the spatial dimensions of brands and branding in an international context.' – John A. Quelch, Harvard Business School, US Despite overstated claims of their 'global' homogeneity, ubiquity and contribution to 'flattening' spatial differences, the geographies of brands and branding actually do matter. This vibrant collection provides a comprehensive reference point for the emergent area of brand and branding geographies in a multi-disciplinary and international context. The eminent contributors, leaders in their respective fields, present critical reflections and synthesis of a range of conceptual and theoretical frameworks and methodological approaches, incorporating market research, oral history, discourse and visual analyses. They reflect upon the politics and limits of brand and branding geographies and map out future research directions. The book will prove a fascinating and illuminating read for academics, researchers, students, practitioners and policy-makers focusing on the spatial dimensions of brands and branding.

Author : Anonim
Publisher : Unknown
Page : 72 pages
File Size : 47,7 Mb
Release : 1992
Category : Electronic
ISBN : MINN:31951D00906713X

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Decision Criteria for German Hardwood Buyers by Anonim Pdf

Author : Anonim
Publisher : Unknown
Page : 998 pages
File Size : 52,6 Mb
Release : 1996-10
Category : Food service
ISBN : NWU:35556026797902

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Restaurant Business by Anonim Pdf

Author : Robert D. Hisrich,Michael P. Peters
Publisher : Prentice Hall
Page : 544 pages
File Size : 43,5 Mb
Release : 1991
Category : Administración de productos
ISBN : UOM:49015001284828

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Marketing Decisions for New and Mature Products by Robert D. Hisrich,Michael P. Peters Pdf

A pragmatic how-to text designed for product planning courses, presenting a total picture of the marketing process, problems inherent in promoting products and the decision-making involved. This edition features a new emphasis on developing a marketing plan for the entire life of a product.