Brands are a fait accompli: they represent a mountain range of evidence in search of a theory. They are much exploited, but little explored. In this book, Martin Kornberger sets out to rectify the ...ratio between exploiting and exploring through sketching out a theory of the Brand Society. Most attempts to explain the role of brands focus on brands either as marketing and management tools (business perspective) or a symptoms of consumerism (sociological perspective). Brand Society combines these perspectives to show how brands have the power to transform both the organizations that develop them and the lifestyles of the individuals who consume them. This holistic approach shows how brands function as a medium between producers and consumers in a way that is rapidly transforming our economy and society. That's the bottom line of the Brand Society: brands are a new way of organizing production and managing consumption. Using an array of practical case studies from a diverse set of organizations, this book provides a fascinating account of the way in which brands influence the lives of individuals and the organizations they work in.
Competitive Strategy for Media Firms introduces the concepts and analytical frameworks of strategic and brand management, and illustrates how they can be adapted according to the characteristics of ...distinct media products. Working from the premise that all media firms must strategize in response to the continuing evolution of new media, author Sylvia M. Chan-Olmsted offers applications of common business approaches to the products and components of the electronic media industry, and provides empirical examinations of broadcast, multichannel media, enhanced television, broadband communications, and global media conglomerate markets.
This insightful and timely volume provides a thorough review of current concepts and industry practices, and serves as an essential primer for the application of business models in media contexts. As a realistic and integrated approach to media industry studies, this volume has much to offer researchers, scholars, and graduate students in media economics and management, and will be an important reference for industry practitioners.
Contents: Preface. Introduction. Enter the Arena of Strategic Media Management. A Primer in Strategic Management for Media Firms. A Primer in Corporate and International Strategy for Media Firms. A Primer in Brand Management for Media Firms. Strategy and Competition in the New Broadcast Industries. Strategy and Competition in the Multichannel Media Industry. Strategy and Competition in the Enhanced Television Market. Strategy and Competition in the Broadband Communications Market. Strategy and Competition of Global Media Conglomerates. Conclusions.
Efforts to expand the scope of legal protection given to reputation and brands in the Asia Pacific region have led to considerable controversy. Written by a variety of experts, the essays in this ...book consider the developing law of reputation and brands in a fraught area.
From food products to fashions and cosmetics to children’s toys, a wide range of commodities today are being marketed as “halal" (permitted, lawful) or “Islamic" to Muslim consumers both in the West ...and in Muslim-majority nations. However, many of these products are not authentically Islamic or halal, and their producers have not necessarily created them to honor religious practice or sentiment. Instead, most “halal" commodities are profit-driven, and they exploit the rise of a new Islamic economic paradigm, “Brand Islam," as a clever marketing tool. Brand Islam investigates the rise of this highly lucrative marketing strategy and the resulting growth in consumer loyalty to goods and services identified as Islamic. Faegheh Shirazi explores the reasons why consumers buy Islam-branded products, including conspicuous piety or a longing to identify with a larger Muslim community, especially for those Muslims who live in Western countries, and how this phenomenon is affecting the religious, cultural, and economic lives of Muslim consumers. She demonstrates that Brand Islam has actually enabled a new type of global networking, joining product and service sectors together in a huge conglomerate that some are referring to as the Interland. A timely and original contribution to Muslim cultural studies, Brand Islam reveals how and why the growth of consumerism, global communications, and the Westernization of many Islamic countries are all driving the commercialization of Islam.
Most of us have an intuitive sense of superior branding. We prefer
to purchase brands we find distinctive-that deliver on some
important, relevant dimension better than other brands. These
brands ...have typically achieved positional advantage. Yet few
professionals have had the formal training that goes beyond
marketing theory to bridge the "theory-doing gap"-understanding the
specific techniques and strategies that can be used to create
brands that attain positional advantage in the marketplace.
Positioning for Advantage is a comprehensive how-to guide
for creating, building, and executing effective brand strategies.
Kimberly A. Whitler identifies essential marketing strategy
techniques and moves through the major stages of positioning a
brand to achieve in-market advantage. Introducing seven tools-from
strategic positioning concepts to strategy mapping to influencer
maps-Whitler provides templates, frameworks, and step-by-step
processes to build and manage growth brands that achieve positional
advantage. This book presents real-world scenarios, helping readers
activate tools to increase skill in creating brands that achieve
positional advantage. Brimming with insights for students and
professionals alike, Positioning for Advantage helps
aspiring C-level leaders understand not only what superior branding
looks like but also how to make it come to life.
Authentic Sarah Banet-Weiser
10/2012, Volume:
30
eBook
Brands are everywhere. Branding is central to political campaigns and political protest movements; the alchemy of social media and self-branding creates overnight celebrities; the self-proclaimed ...greening of institutions and merchant goods is nearly universal. But while the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Sarah Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics. That, in fact, we live in a brand culture.Authentic(TM) maintains that branding has extended beyond a business model to become both reliant on, and reflective of, our most basic social and cultural relations. Further, these types of brand relationships have become cultural contexts for everyday living, individual identity, and personal relationships - what Banet-Weiser refers to as brand cultures. Distinct brand cultures, that at times overlap and compete with each other, are taken up in each chapter: the normalization of a feminized self-brand in social media, the brand culture of street art in urban spaces, religious brand cultures such as New Age Spirituality and Prosperity Christianity,and the culture of green branding and shopping for change.In a culture where graffiti artists loan their visions to both subway walls and department stores, buying a cup of fair-trade coffee is a political statement, and religion is mass-marketed on t-shirts, Banet-Weiser questions the distinction between what we understand as the authentic and branding practices. But brand cultures are also contradictory and potentially rife with unexpected possibilities, leading Authentic(TM) to articulate a politics of ambivalence, creating a lens through which we can see potential political possibilities within the new consumerism.
Se analizaron los efectos de las distintas estrategias de mensaje relacionadas con la COVID-19 en la generación de eWOM; es decir, si las publicaciones referentes a la pandemia reciben mayor ...participación por parte de usuarios de redes sociales en Colombia. Se revisaron 562 publicaciones de empresas en Facebook, de las cuales 382 fueron sometidas al modelo de regresión binomial negativa. Se encontró que ninguna estrategia de mensaje relacionada con la COVID-19 afecta la tasa de comentarios y se identificó la influencia de diferentes tipos de contenido sobre reacciones y contenido compartido. Se concluye que las redes sociales son escenarios de esparcimiento y entretención; por ello, el contenido informativo no genera impactos sobre el volumen de comentarios, reacciones o contenido compartido.
German and South Korean cultural groups are examined in two studies to demonstrate the link between media communication about sustainability and its impact on eWOM and purchase intentions in luxury ...and non-luxury contexts. A mediation brand attitude model is used to compare groups across cultural, economic, environmental, and social sustainability dimensions, with trust as a moderator. Results indicate that sustainable communication is more effective for non-luxury brands in a cultural setting that features high awareness of needs for sustainability. The study indicates that luxury and non-luxury fashion brand advertisers should carefully consider cultural settings when providing sustainability information. Theoretical and managerial implications are discussed.
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