Detailansicht
Origination
The Geographies of Brands and Branding, RGS-IBG Book Series
ISBN/EAN: 9781118556405
Umbreit-Nr.: 7248804
Sprache:
Englisch
Umfang: 248 S.
Format in cm:
Einband:
kartoniertes Buch
Erschienen am 12.05.2015
Auflage: 1/2015
- Kurztext
- From Latin American coffee and Thai silks to Danish furniture and Hollywood films, geographical associations add untold meaning and value to commodities. Yet while social science research has long focused on the 'country of origin' and its inextricable links to consumer behaviour, it has failed to develop critical ways of thinking about the geographies of brands and branding that encompass and extend beyond this national frame. Origination: The Geographies of Brands and Branding addresses this gap by introducing the innovative theoretical and conceptual framework of origination to understand how actors involved in commodity brands and branding create meaning and value through processes of geographical association. To illustrate concepts and facilitate understanding, origination is explored through case studies of three widely recognized brands. "Local" origination is explored through an in-depth analysis of Newcastle Brown Ale. "National" origination is addressed by examination of the iconic Burberry brand. And "global" origination is discussed in relation to the Apple brand. Through rigorous research, Origination: The Geographies of Brands and Branding provides innovative insights into the integral role of geographical associations in creating meaning and value in brands and branding in the contemporary international economy.
- Autorenportrait
- InhaltsangabeSeries Editor Preface viii Acknowledgements ix Permissions x List of Tables xi List of Figures xii 1 Introduction 1 2 The Geographies of Brands and Branding 23 3 Origination 59 4 'Local' Origination. Newcastle Brown Ale 88 5 'National' Origination. Burberry 112 6 'Global' Origination. Apple 139 7 Territorial Development 171 8 Conclusions 194 References 207 Index 224