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http://worldcat.org/entity/work/id/801667886

Brands Meaning and Value in Postmodern Media Culture

Brands are a dominant feature of everyday life. This book argues that brands have become an important tool for transforming everyday life into economic value. The first part of this book traces the historical development of branding, whilst the second part evaluates new media, contemporary management and overall media economics.

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  • "Brands are a dominant feature of everyday life. This book argues that brands have become an important tool for transforming everyday life into economic value. The first part of this book traces the historical development of branding, whilst the second part evaluates new media, contemporary management and overall media economics."@en
  • "Drawing on rich empirical material, this revealing book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value. When branding lifestyles or value complexes onto their products, companies assume that consumers desire products for their ability to give meaning to their lives. Yet, brands also have a key function within managerial strategy. Examining the history of audience and market research, marketing thought and advertising strategy, the first part of this book traces the historical development of branding, whilst the second part evaluates new media, contemporary management and overall media economics to present the first systematic theory of brands: the brand as a key institution in information capitalism. It includes chapters on: Consumption; Marketing; Brand Management; Online Branding; and The Brand as Informational Capital.; Richly illustrated with case studies from market research, advertising, shop displays, mobile phones, the internet and virtual companies, this outstanding book is essential reading for students and researchers of the sociology of media, cultural studies, advertising and consumer studies and marketing."
  • "Muovendo da un ricco materiale empirico, il libro presenta un'originale teoria dei brand, che include un esame delle strategie contemporanee di brand management (cool hunting e marketing virale, pubblicità, comunità di marca e altre forme) e un'attenta disamina delle strategie di branding su Internet. Un eccezionale strumento di analisi per studenti e ricercatori nell'ambito della sociologia dei media e dei consumi, nonché per i professionisti e gli studiosi di marketing e tecniche pubblicitarie."

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  • "History"
  • "Ressources Internet"
  • "Electronic books"
  • "Electronic books"@en
  • "Case studies"

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  • "Brands : maening and value in media culture"
  • "Brands Meaning and Value in Postmodern Media Culture"@en
  • "La marca nell'economia dell'informazione : per una teoria dei brand"@it
  • "La marca nell'economia dell'informazione : per una teoria dei brand"
  • "Brands : meaning and value in postmodern media culture"
  • "Brands meaning and value in media culture"
  • "Brands meaning and value in media culture"@en
  • "Brands : meaning and value in media culture"@en
  • "Brands : meaning and value in media culture"
  • "Brands: Meaning and Value in Media Culture"

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