Brands are everywhere: in the air, on the high-street, in the kitchen, on television and, maybe even on your feet. But what are they?
The brand, that point of connection between company and consumer, has become one of the key cultural forces of our time and one of the most important vehicles of globalization. This book offers a detailed and innovative analysis of the brand
Illustrated with many examples, the book argues that brands:
* mediate the supply and demand of products and services in a global economy
* frame the activities of the market by functioning as an interface
* communicate interactively, selectively promoting and inhibiting communication between producers and
* operate as a public currency while being legally protected as private property in law
* introduce sensation, qualities and affect into the quantitative calculations of the market
* organize the logics of global flows of products, people, images and events.
This book will be essential reading for students of sociology, cultural studies and consumption.
1. Just Do What? The brand as new media object 2. Marketing as a Performative Discipline and the Emergence of the Brand 3. The Interface of the Brand: Complex objects, interactivity and partial solutions 4. Logos: From relations to relationships 5. The Brand as a Property Form of Relationality 6. Interactivity: Face-to-profile communication 7. The Objectivity of the Brand: Interactivity and the limits of rationality
The International Library of Sociology (ILS) is the most important series of books on sociology ever published. Founded in the 1940s by Karl Mannheim, the series became the forum for pioneering research and theory, marked by comparative approaches and the identification of new directions in sociology, publishing major figures in Anglo-American and European sociology, from Durkheim and Weber to Parsons and Gouldner, and from Ossowski and Klein to Jasanoff and Walby.
Its new editors, John Holmwood (University of Nottingham, UK) and Vineeta Sinha (National University of Singapore), plan to develop the series as a truly global project, reflecting new directions and contributions outside its traditional centres, and connecting with the original aim of the series to produce sociological knowledge that addresses pressing global social problems and supports democratic debate.