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Systems Theory and Agile Brand Management: The Educative View of Branding book cover

1st Edition

Systems Theory and Agile Brand Management The Educative View of Branding

By Jan Lies Copyright 2024
246 Pages 8 B/W Illustrations
by Routledge

246 Pages 8 B/W Illustrations
by Routledge

246 Pages 8 B/W Illustrations
by Routledge
Also available as eBook on:
Brands started out as communication tools to influence the image of companies or products (inside-out thinking) but have developed into channels of social forces. Powerful brands impact not just customer decisions but also markets and social institutions, such as fashion trends, city life, or even social movements. This book explores the implications of Niklas Luhmann’s theory of social systems... Read more

1.         Introduction: Relevance, aim, course  

2.         Views of Branding, Change Management, and Agility        

3.         Luhmann acting as a Manager           

4.         Selected Approaches to applied Luhmannian Agility Management   

5.         Agile Branding as applied Luhmannian Change Management         

6.         Agile Branding as Managing Aesthetics  

7.         Agile Branding as Mutual Education of Values        

8.         Conclusion: Niklas Luhmann Acting as an Agile Brand Manager

Biography

Jan Lies is Professor of Marketing and Communication at FOM University of Applied Science, Gütersloh and Dortmund. He received his doctorate and habilitation from the University of Witten-Herdecke. He has worked for leading PR agencies. His research includes (digital) communications, change and evolution.

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