Download Brands: The Logos of the Global Economy by Celia Lury PDF

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 toes. yet what are they? the logo, that time of connection among corporation and customer, has develop into one of many key cultural forces of our time and probably the most vital cars of globalization. This e-book deals an in depth and cutting edge research of the logo Illustrated with many examples, the e-book argues that manufacturers: * mediate the availability and insist of goods and prone in a world financial system * body the actions of the marketplace by way of functioning as an interface * converse interactively, selectively selling and inhibiting verbal exchange among manufacturers and shoppers * function as a public foreign money whereas being legally secure as inner most estate in legislations * introduce sensation, features and have an effect on into the quantitative calculations of the marketplace * set up the logics of worldwide flows of goods, humans, pictures and occasions. This publication may be crucial studying for college students of sociology, cultural experiences and intake.

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To put this another way, conceiving the market as dynamic, as constantly shifting, provides grounds—or organisational resources—not only for constant innovation, but also for an insecure, high-pressure working environment. The mobilisation of constructions of the market in the organisation of the page_34 Page 35 work process may involve addressing (potential) employees as if they were brand ambassadors, partners (as do Starbucks) or even consumers. Typically, it requires employees to consider their work as a means of adding value to themselves (du Gay, 1996; Pettinger, forthcoming).

The mid-1990s saw the development of several new products by Starbucks, including a coffee named Blue Note Blend, a page_30 Page 31 blend that was the core of a marketing campaign that also featured jazz CDs, specially produced with Capitol Records Inc. and its Blue Note record label. What is especially interesting here is the way in which both products—coffee and music—are part of, or emerge in, processes of brand positioning. In 1995, Frappuccino—a sweet, cold, creamy drink combining coffee, milk and ice—was sold for the first time.

In contrast, marketers have increasingly become advocates of the view that consumers are active and reflexive. In relation to this active, or reflexive, consumer, Arvidsson notes that so-called post-modern marketing posits a different logic of value from that of the classic marketing approach: the ‘semiotic logic of value’ (Firat and Venkatesh, 1993, cited in Arvidsson). In this approach, consumers value products according to the position they occupy in the flow of media culture. , 2000). Moreover, so Arvidsson argues, this view of the consumer has also undermined—to some extent at least—the utility of traditional tools of market segmentation.

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