Brands are a fait accompli: they represent a mountain range of
evidence in search of a theory. They are much exploited, but little
explored. In this book, Martin Kornberger sets out to rectify the
ratio between exploiting and exploring through sketching out a
theory of the Brand Society. Most attempts to explain the role of
brands focus on brands either as marketing and management tools
(business perspective) or a symptoms of consumerism (sociological
perspective). Brand Society combines these perspectives to show how
brands have the power to transform both the organizations that
develop them and the lifestyles of the individuals who consume
them. This holistic approach shows how brands function as a medium
between producers and consumers in a way that is rapidly
transforming our economy and society. That's the bottom line of the
Brand Society: brands are a new way of organizing production and
managing consumption. Using an array of practical case studies from
a diverse set of organizations, this book provides a fascinating
account of the way in which brands influence the lives of
individuals and the organizations they work in.
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