Brand Management: Research, theory and practice

Brand communities can successfully be facilitated around low-involvement products. In the case of these not-so-obvious brands, a ...

long history or technically complicated brands are the more obvious ones to attract a brand community, but the facilitation of a ...

early 1990s. While driving these cars, we were frequently stopped by complete strangers who wanted to talk to us about our Saabs ...

Student questions 1 Under which circumstances does a relationship between a marketer and multiple consumers exist? 2 Under which ...

Muñiz, A. M., Jr and Schau, H. J. (2005) ‘Religiosity in the abandoned Apple Newton brand community’, Journal of Consumer Resear ...

10 The cultural approach with a commentary by L’Oréal Professor of Marketing, Douglas B. Holt, Saïd Business School, Oxford Univ ...

The last approach of this book is called the cultural approach because it is based on analysis of brands and branding in the lig ...

Assumptions of the cultural approach The individual brand perspectives introduced in the 1990s (the consumer-based approach, the ...

The ‘brand–consumer exchange’ In the cultural approach, the brand is analysed as a ‘cultural artifact moving through history’ (H ...

The cultural brand perspective assumes a consumer who is very much embedded in the symbolic universes of branding: Branding also ...

other approaches. The following quote illustrates well how data derived from phenomenological interviews are interpreted in the ...

Theoretical building blocks of the cultural approach The cultural approach is very different from the other approaches, which im ...

Naomi Klein is the most well known publication representing many of the concerns of the anti-brand movement. The anti-branding a ...

for understanding the production and circulation of cultural meaning through consumption goods. It is important to notice that c ...

everyday life that makes up the culturally constituted world. Hence, the fashion and advertising systems function as producers o ...

products are seen as endowed with cultural meaning, but Holt’s theory is more precise and demanding. He pinpoints the need for a ...

Reebok, Pepsi and Saab are hence considered identity brands, meaning that their use contributes significantly to their consumers ...

Target a cultural contradictionDuring the 1980s the United States was led by President Reagan and going through hard times in o ...

Moving through time and cultural changes and still staying relevant is one of the great challenges of the iconic brands. The pow ...

focusing on the production of images. In that sense, No Logois a serious attack on the idea of branding in itself and seriously ...