Authentic Banet-Weiser Sarah
Authentic Banet-Weiser Sarah A stimulating, smart book on what it means to live in a brand cultureBrands are everywhere. But while the practice of branding is typically understood as a tool of…
Specifikacia Authentic Banet-Weiser Sarah
Authentic Banet-Weiser Sarah
A stimulating, smart book on what it means to live in a brand cultureBrands are everywhere. But while the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Sarah Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics. Branding is central to political campaigns and political protest movements; the alchemy of social media and self-branding creates overnight celebrities; the self-proclaimed "greening" of institutions and merchant goods is nearly universal.
Further, these That, in fact, we live in a brand culture.Authentic(TM) maintains that branding has extended beyond a business model to become both reliant on, and reflective of, our most basic social and cultural relations.
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