By Andy Pike
'Andy Pike has given us a deeply researched and lots more and plenty wanted research of the ways that manufacturers and branding are intertwined with house and position. via a chain of revelatory case reviews of goods and their areas of foundation, we learn the way spatial context issues within the creation of branded which means and cost. Origination might be an important source for students of branding, geography, cultural stories, and the modern international economy.' - Miriam Greenberg, affiliate Professor of Sociology, college of California Santa Cruz, united states 'The symbolic panorama of past due capitalism is cl. Read more...
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Additional resources for Origination : the geographies of brands and branding
Origination seeks to promote dialogue and deliberation about brands and branding in territorial development in the context of material challenges to existing economic, social, cultural, political and ecological arrangements from climate change, financialization, resource shortages and social inequality. Chapter Two The Geographies of Brands and Branding Introduction This chapter establishes the geographical understanding of brands and branding at the heart of origination. It tackles the definitional and conceptual questions of what is meant by the terms brand and branding.
2011: 59) is longstanding as an advertising executive from Milwaukee put it in the 1960s ‘The cosmetic manufacturers are not selling lanolin, they are selling hope. …We no longer buy oranges, we buy vitality. We do not buy just an auto, we buy prestige’ (quoted in Packard 1980: 35). Branding attempts to engender consumer trust and goodwill through constructing positive associations in the brand – such as authenticity, quality and style – that directly and positively influence purchasing decisions (de Chernatony 2010).
2). In the late 1950s, the ‘high apostle of image building’, Pierre Marineau, explained to advertising executives that: Basically, what you are trying to do is create an illogical situation. You want the customer to fall in love with your product and have a profound brand loyalty when actually content may be very similar to hundreds of competing brands … [the first task] … is one of creating some differentiation in the mind – some individualization for the product which has a long list of competitors very close to it in content.