International Business

Brands: The Logos of Global Economy (International Library by Celia Lury

By Celia Lury

Manufacturers are in all places: within the air, at the high-street, within the kitchen, on tv and, perhaps even in your ft. yet what are they?

The model, that time of connection among corporation and client, has turn into one of many key cultural forces of our time and some of the most vital autos of globalization. This ebook deals an in depth and leading edge research of the brand

Illustrated with many examples, the e-book argues that brands:
* mediate the provision and insist of goods and companies in a world economy
* body the actions of the marketplace through functioning as an interface
* speak interactively, selectively selling and inhibiting communique among manufacturers and
consumers
* function as a public forex whereas being legally safe as deepest estate in law
* introduce sensation, features and impact into the quantitative calculations of the market
* arrange the logics of worldwide flows of goods, humans, photographs and events.

This e-book should be crucial examining for college kids of sociology, cultural reports and intake.

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Additional resources for Brands: The Logos of Global Economy (International Library of Sociology)

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As a consequence, the past thirty years or so has seen the emergence of the brand as a medium for the organisation of products and production activities over time and space. In this regard, consider not only the well-known consumer product brands Microsoft and Ford, Brands 38 McDonald’s and Nokia, Monsanto and MTV, Prozac and Coca-Cola, but also OOCL— Orient Overseas Container Line. On the one hand, the brand OOCL may be described in terms of a set of quality assurance processes. So, the company brand managers claim that ‘the five petals of our plum blossom logo represent the five components of our quality assurance process: customer satisfaction, management commitment, employee participation, quality partnership and continuous improvement’.

Following the success of their portable TV, they then went on to do precisely the same with the video cassette recorder, the Walkman personal stereo and the Watchman flattube TV. (Julier, 2000:100) Sometimes, consumers conscious knowledge of their own needs, desires and wants is explicitly described as inadequate for the purposes of marketing. The rise of social marketing also contributes to a devaluing of what has come pejoratively to be called rearview marketing and the rise of the aspiration among marketers to be able to provide future knowledge of consumer behaviour.

Using this data they anticipated that a portable TV would actually suit changes in these patterns. Following the success of their portable TV, they then went on to do precisely the same with the video cassette recorder, the Walkman personal stereo and the Watchman flattube TV. (Julier, 2000:100) Sometimes, consumers conscious knowledge of their own needs, desires and wants is explicitly described as inadequate for the purposes of marketing. The rise of social marketing also contributes to a devaluing of what has come pejoratively to be called rearview marketing and the rise of the aspiration among marketers to be able to provide future knowledge of consumer behaviour.

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