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"Branding (Marketing)"
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Faked in China
Faked in China is a critical account of the cultural challenge faced by China following its accession to the World Trade Organization in 2001. It traces the interactions between nation branding and counterfeit culture, two manifestations of the globalizing Intellectual Property Rights (IPR) regime that give rise to competing visions for the nation. Nation branding is a state-sanctioned policy, captured by the slogan \"From Made in China to Created in China,\" which aims to transform China from a manufacturer of foreign goods into a nation that creates its own IPR-eligible brands. Counterfeit culture is the transnational making, selling, and buying of unauthorized products. This cultural dilemma of the postsocialist state demonstrates the unequal relations of power that persist in contemporary globalization.
eBook
Vintage marketing differentiation : the origins of marketing and branding strategies
This text analyses the origins of marketing and branding strategies and the unique situations involving differentiation. Photographs of actual materials that were created and used in marketing campaigns between 1846-1946 are featured to bring to life these vintage innovations. Examining how and why these classic strategies were devised and implemented provides insight on how the vintage strategies can continue to be used to position products, services, and experiences within current market situations. 'Vintage Marketing Differentiation' describes real life, innovative, outside-the-box solutions.
Book
Brand Antarctica
Antarctica is, and has always been, very much \"for sale.\" Whales,
seals, and ice have all been marketed as valuable commodities, but
so have the stories of explorers. The modern media industry
developed in parallel with land-based Antarctic exploration, and
early expedition leaders needed publicity to generate support for
their endeavors. Their lectures, narratives, photographs, and films
were essentially advertisements for their adventures. At the same
time, popular media began to use the newly encountered continent to
draw attention to commercial products. These advertisements both
trace the commercialization of Antarctica and reveal how commercial
settings have shaped the dominant imaginaries of the place. By
contextualizing and analyzing Antarctic advertisements from the
late nineteenth century to the present, Brand Antarctica
identifies five key framings of the South Polar continent: a place
for heroes, a place of extremity, a place of purity, a place to
protect, and a place that transforms. Demonstrating how these
conceptual framings of Antarctica in turn circulate through our
culture, Hanne Elliot Fønss Nielsen challenges common assumptions
about Antarctica's past and present, encouraging readers to rethink
their own relationship with the Far South.
eBook
The Production of American Religious Freedom
Americans love religious freedom. Few agree, however, about what they mean by either \"religion\" or \"freedom.\" Rather than resolve these debates, Finbarr Curtis argues that there is no such thing as religious freedom. Lacking any consistent content, religious freedom is a shifting and malleable rhetoric employed for a variety of purposes. While Americans often think of freedom as the right to be left alone, the free exercise of religion works to produce, challenge, distribute, and regulate different forms of social power.
The book traces shifts in the notion of religious freedom in America from The Second Great Awakening, to the fiction of Louisa May Alcott and the films of D.W. Griffith, through William Jennings Bryan and the Scopes Trial, and up to debates over the Tea Party to illuminate how Protestants have imagined individual and national forms of identity. A chapter on Al Smith considers how the first Catholic presidential nominee of a major party challenged Protestant views about the separation of church and state. Moving later in the twentieth century, the book analyzes Malcolm X's more sweeping rejection of Christian freedom in favor of radical forms of revolutionary change. The final chapters examine how contemporary controversies over intelligent design and the claims of corporations to exercise religion are at the forefront of efforts to shift regulatory power away from the state and toward private institutions like families, churches, and corporations. The volume argues that religious freedom is produced within competing visions of governance in a self-governing nation.
eBook
Contemporary issues in branding
\"This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand's identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level. Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods. Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally\"-- Provided by publisher.
BOOK
Brand building and marketing in key emerging markets : a practitioner's guide to successful brand growth in China, India, Russia and Brazil
This book combines scientific research and professional insights on brand and marketing strategy development in major emerging growth markets. It presents a detailed outline of the Brazil, Russia, India and China (BRIC) markets to understand their cultural and socio-economic complexity. With emerging markets at the center, major paradigm shifts are explained such as 'one world strategies'. The author reveals the importance of market-driven positioning that uses local differences and consumer preferences as opportunities without contradicting a corporation's global positioning. Professionals in international marketing and business strategists will find the hands-on guidance to 25 new success strategies particularly useful. This book is also a must-read for people dealing with branding and marketing in a 'glocalized' world.
eBook