Born in Paris in 1893 and trained as an engineer, Raymond Loewy revolutionized twentieth-century American industrial design. Combining salesmanship and media savvy, he created bright, smooth, and ...colorful logos for major corporations that included Greyhound, Exxon, and Nabisco. His designs for Studebaker automobiles, Sears Coldspot refrigerators, Lucky Strike cigarette packs, and Pennsylvania Railroad locomotives are iconic. Beyond his timeless designs, Loewy carefully built an international reputation through the assiduous courting of journalists and tastemakers to become the face of both a new profession and a consumer-driven vision of the American dream. In Streamliner , John Wall traces the evolution of an industry through the lens of Loewy’s eclectic life, distinctive work, and invented persona. How, he asks, did Loewy build a business while transforming himself into a national brand a half century before branding became relevant? Placing Loewy in context with the emerging consumer culture of the latter half of the twentieth century, Wall explores how his approach to business complemented—or differed—from that of his well-known contemporaries, including industrial designers Henry Dreyfuss, Walter Teague, and Norman Bel Geddes. Wall also reveals how Loewy tailored his lifestyle to cement the image of designer in the public imagination, and why the self-promotion that drove Loewy to the top of his profession began to work against him at the end of his career. Streamliner is an important and engaging work on one of the longest-lived careers in industrial design.
PurposeThis study aims to investigate the relationship between collaboration product attributes, consumption value, customer equity and purchase intention – specifically, the moderating effect of ...fashion brand type (luxury and sports).Design/methodology/approachOnline game and fashion (luxury and sports) brands were selected and online game items showing items' logos were used as stimuli. A total of 328 South Korea consumers answered a survey. The hypotheses were tested using a structural equation model (SEM).FindingsCollaboration product attributes influence consumption value, which links to customer equity. Customer equity increases purchase intention. The multi-group analysis confirmed the difference between variables according to the brand.Research limitations/implicationsResearch on collaboration with the online environment is limited. This study provides theoretical background for future research and suggests multiple items to measure collaboration product attributes.Practical implicationsFashion brands can utilize online games to extend target markets. However, consumers perceive collaboration products differently depending on the brand types. Thus, companies should consider brand characteristics or identity when designing collaboration products with online games.Originality/valueThis study focuses on collaboration of fashion brands in the online environment. The results will help fashion brands establish relevant brand extension strategies.
This article proposes a new theoretical framework to conceptualize extreme-right entrepreneurial activities as 'toxic' brand networks. It applies political marketing and branding, consumer culture, ...and customer engagement research to different extreme-right identity myths and narratives that are connected through various commercial goods, services, and subcultural products, such as martial arts, music, and clothing. The article argues that a comprehensive understanding of the threats posed by the modern extreme right is limited by the lack of attention on their political marketing and branding strategies. These strategies combine fundraising with the spread of extremist ideology to facilitate radicalization and recruitment. The conceptual framework presented here explores the various elements and reciprocal mechanisms within such a brand network. Among these, shared emotional and social experiences, as well as ideological authenticity and reciprocity, are identified as the most crucial. The article makes specific suggestions to use this framework to improve counter-messaging and to design other effective countermeasures, such as the targeting of weak links in the brand network in order to facilitate brand damage.
It is virtually impossible to watch a movie or TV show without preconceived notions because of the hype that precedes them, while a host of media extensions guarantees them a life long past their air ...dates. An onslaught of information from print media, trailers, internet discussion, merchandising, podcasts, and guerilla marketing, we generally know something about upcoming movies and TV shows well before they are even released or aired. The extras, or "paratexts," that surround viewing experiences are far from peripheral, shaping our understanding of them and informing our decisions about what to watch or not watch and even how to watch before we even sit down for a show. Show Sold Separately gives critical attention to this ubiquitous but often overlooked phenomenon, examining paratexts like DVD bonus materials for The Lord of the Rings, spoilers for Lost, the opening credits of The Simpsons, Star Wars actions figures, press reviews for Friday Night Lights, the framing of Batman Begins, the videogame of The Thing, and the trailers for The Sweet Hereafter. Plucking these extra materials from the wings and giving them the spotlight they deserve, Jonathan Gray examines the world of film and television that exists before and after the show.
Without nation branding, there would be no Singapore. Reputation is precious. Top talent and hot money gravitate only to the most attractive, respected nations. For a country as small and as young as ...Singapore, its brand is its most valuable asset. Singapore's stunning ascent from Third World to First World in a matter of 30 years was spearheaded by a concerted, closely-coordinated programme of nation branding. Brand Singapore helped to attract the investments, business, trade, tourism and talented human resources that are the lifeblood of a successful nation. Today, the city-state is known internationally as a dynamic, safe, corruption-free place to do business, a Garden City, and increasingly, a vibrant city of culture and the arts. In global surveys of quality of life, Singapore regularly tops the charts. How did Singapore create this country brand, cultivate and guard it, sell it to its "shareholders", and make it known to the world? Drawing on two decades in the nation branding game, Koh Buck Song offers an illuminating inside look at - and candid critique of - a country brand that is as rich in resource as it is potent with promise. Since the first publication of this book in 2011, Singapore has celebrated its golden jubilee of independence, undergone a watershed general election and the death of founding father Lee Kuan Yew, and seen its nation brand rise and fall amid the disruptions of an increasingly divisive world (Brexit, Trump, China, etc). This timely second edition explores the implications of all these factors on Singapore's future.
The first comprehensive analysis of the emergence of academic brands, this book explores how the modern university is being transformed in an increasingly global economy of higher education where ...luxury is replacing access. More than just a sign of corporatization and privatization, academic brands provide a unique window on the university's concerns and struggles with conveying 'excellence' and reputation in a competitive landscape organized by rankings, while also capitalizing on its brand to generate revenue when state support dwindles. This multidisciplinary volume addresses topics including the uniqueness of academic brands, their role in the global brand economy of distinction, and their vulnerability to problematic social and political associations. By focusing on brands, the volume analyzes the tensions between the university's traditional commitment to public interest values - education, research, and the production of knowledge - and its increasingly managerial culture framed by corporate, private values. Available as Open Access on Cambridge Core.
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.
This open access book examines how creating a national brand assisted Qatar in absorbing the shock and awe following the outburst of the crisis with Saudi Arabia, Bahrain, Egypt, and the United Arab ...Emirates in May 2017. The authors discuss the country's diplomatic performance, which was characterized by five main factors that helped Qatar to deal with the crisis successfully. These factors include the failure of the element of surprise, years of building Qatar’s national brand, Qatar's arsenal of soft power, international alliances, and the opponents’ quandary. This book further scrutinizes Qatar’s role in the region and all questions related to this role through the lenses of its nation brand. The book provides explanations for the success of Qatar in absorbing the “shock and awe” in the early stage of the last Gulf crisis, presenting various arguments on how establishing a nation brand helped Qatar to deal with the crisis successfully. The book follows an original approach that views the Qatari case from a scientific perspective, investigating the art of nation branding. It will appeal to students, researchers, and scholars of international relations, psychology, political science, and journalism, as well as policy-makers interested in a better understanding of soft power, nation branding, Middle East studies, and diplomacy.
