The power of brand ownership : marketing in the cultural landscape / Miriam J. Johnson, Oxford Brookes University.

Format:

Book

Author/Creator:

Johnson, Miriam J., author.

Language:

English

Subjects (All):

Consumption (Economics)--Social aspects.

Consumption (Economics).

Branding (Marketing)--Social aspects.

Branding (Marketing).

Cultural landscapes.

Physical Description:

1 online resource (vii, 271 pages) : digital, PDF file(s).

Edition:

First edition.

Place of Publication:

Cambridge, United Kingdom ; New York, NY : Cambridge University Press, 2025.

Summary:

How do brands cultivate loyalty and influence consumer purchasing decisions? The Power of Brand Ownership explores the complex dynamics between branding and consumer identity within both the physical and digital realms that form our cultural landscape. Miriam J. Johnson uncovers a symbiotic relationship where brands serve not merely as navigational aids in a consumer's journey but also as integral components of self-identity and social projection, and the power that entails. Investigating the nuances of power shifts, brand authenticity, activism, and the gendered nature of consumption, Johnson asserts that brands are both influenced by and influencers of the cultural terrain they inhabit as well as the temporal contexts in which they interact. Theoretical frameworks articulate the fluidity of capital within the consumer-brand nexus whilst insightful case studies illustrate industry examples, revealing the shifting strategies employed by companies to make brands identifiable and desirable in the ever-changing cultural landscape.

Contents:

Introduction

What We Mean When We Talk About the Cultural Landscape

Using Brands as Landmarks for Mapping the Cultural Landscape

Brand Capital, Perspective, and Power

The Role of Gender

Case Study 1, Gender: Virgin Atlantic and Bud Light

The Importance of Authenticity

Brand Activism as Power Dynamic

Case Study 2, Activism: Kate Spade Change Please

Ownership as Power

The Transience of Power in the Cultural Landscape

Case Study 3, Shifting Power: Skype, Burberry, and Old Spice

TLDR: The Application to Industry.

Notes:

Title from publisher's bibliographic system (viewed on 10 Jan 2025).

ISBN:

9781009538374

1009538373

9781009538398

100953839X

9781009538350

1009538357