Brand Management: Research, theory and practice

A future brand scenario: the citizen-artist brand None of the other brand approaches holds opposing views in the same manner as ...

As consumers peel away the brand veneer, they are looking for companies that act like a local merchant, as a stalwart citizen of ...

consumption. In this view of consumption, the consumption objects are seen as cultural artefacts carrying meaning from the cultu ...

Furthermore, the basics of semiotics are important to understand if one is considering gathering knowledge about cultural consum ...

respondent. Still, different interpretations add up to a more varied interpretation of the text. Other methods Other methods are ...

Summary The cultural approach ‘borrows’ methods and data from other approaches to science. Phenomenological interviews, ethnogra ...

data in this approach when attempting to shed light on the cultural aspect of brands and branding. What makes the methods and da ...

respond to society’s new cultural needs’ (Holt 2004, p. 219). The activist managers should not only be able to understand the le ...

of traditional consumer research data. A different kind of consumer knowledge is required: ‘Rather than static, microscopic rese ...

The culturally aware brand manager The insights from the cultural approach can also be used in other ways. Cultural agendas aime ...

consumers’ identity projects, and (3) offer insights into how an emotional- branding strategy can be reconfigured to fit better ...

In 2006 the (RED) initiative was founded by Bono, U2 and Bobby Shriver, CEO of Debt, AIDS, Trade in Africa (DATA) and first intr ...

Summary Marketers can benefit from cultural branding insight in different ways. The brand manager can engage fully in the cultur ...

complicated work method. The brand manager needs to gain a deep insight into cultural issues in society and be able to use this ...

major weakness because, outside of certain technology- and service-driven categories, where brands are built largely through rep ...

Cultural branding overview To build the cultural branding model, I conducted detailed cultural histories (i.e. brand genealogies ...

embodiment of the myth. So as customers drink or drive or wear the product they experience a bit of the myth. This is a modern s ...

‘Teach the world to sing’ the brand existed in the idea that in the hippie counterculture could be found the seeds of peace and ...

Student questions 1 Describe the oppositional concerns of the cultural approach. 2 Explain the difference between an identity br ...

Holt, D. B. (2002) ‘Why do brands cause trouble? A dialectical theory of consumer culture and branding’, Journal of Consumer Res ...