176 Pages
by
Routledge
180 Pages
by
Routledge
176 Pages
by
Routledge
Also available as eBook on:
Drawing on rich empirical material, this revealing book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value.
When branding lifestyles or value complexes onto their products, companies assume that consumers desire products for their ability to give meaning to their lives. Yet, brands also have a key function within... Read more
1. Introduction 2. Consumption 3. Marketing 4. Brand Management 5. Online Branding 6. The Brand as Informational Capital
Biography
Adam Arvidsson is Assistant Professor in the Department of Film and Media Studies, at the University of Copenhagan. His research examines the economic role of brands within the contemporary information economy.
