Brands: The Logos of the Global Economy by Celia Lury

By Celia Lury

Manufacturers are all over the place: within the air, at the high-street, within the kitchen, on tv and, perhaps even in your toes. yet what are they? the emblem, that time of connection among corporation and shopper, has develop into one of many key cultural forces of our time and essentially the most very important autos of globalization. This booklet bargains a close and leading edge research of the emblem Illustrated with many examples, the publication argues that manufacturers: * mediate the provision and insist of goods and providers in an international economic climate * body the actions of the industry via functioning as an interface * speak interactively, selectively selling and inhibiting verbal exchange among manufacturers and shoppers * function as a public forex whereas being legally safe as inner most estate in legislations * introduce sensation, characteristics and have an effect on into the quantitative calculations of the marketplace * arrange the logics of worldwide flows of goods, humans, photos and occasions. This e-book could be crucial interpreting for college kids of sociology, cultural reports and intake.

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Importantly, though, the law has long accepted that the ‘origin function’ can include selection as well as manufacture. Furthermore, in many respects the notion of an origin for a product or service is increasingly difficult to sustain (see Chapter 5 for further discussion of this argument). For example, as noted above, contemporary brands may in part be seen as a response to struggles between manufacturers and retailers. On the one hand, it is a strategy in which manufacturers may take on more and more functions of retail.

So, while there is a concern to identify customer response to what is offered, this response was and is intensively (and selectively) mediated. Indeed, in Chapter 3 this selectivity will be understood in terms of the performativity of the brand as an interface, a two-way, asymmetrical exchange of information. Moreover, while a particular experience is held to be at the heart of the brand, this experience is something that the company is held to have earned (see Chapter 4 for further discussion of the notion of brand relationships).

2002:196) Alternatively, as a partner in one British advertising agency puts it, Forty years of commercial television means that [consumers] are smarter; not only are they media literate but they are ‘market literate’. They page_43 Page 44 watch and learn. They know about product life-cycles, product similarity, pricing strategies—‘You’re buying a lot of off-peak air-time’ a 24-yearold observes in a focus group discussion. com recommends books to a customer on the basis of previous purchases. com trains the customer to get most value from its services and infrastructure’ (2001:230).

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