Miriam J. Johnson

The Power of Brand Ownership

Marketing in the Cultural Landscape

• Gebundenes Buch

Produktbeschreibung

"A theoretical exploration of branding, identity and consumer power dynamics in the liminal space between digital and physical that forms our cultural landscape. Essential reading for those interested in the relationship between brands and consumers, and how brands shape and are shaped by the cultural landscapes that consumers navigate daily"--

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Produktdetails

• Verlag: Cambridge University Press
• Seitenzahl: 265
• Erscheinungstermin: 31. Januar 2025
• Englisch
• ISBN-13: 9781009538404
• ISBN-10: 1009538403
• Artikelnr.: 72106167

Autorenporträt

Miriam J. Johnson is a Senior Lecturer in the Oxford International Centre for Publishing at Oxford Brookes University. Her research focusses on marketing, digital humanities, and AI, and her work has appeared in Logos, Publisher's Research Quarterly, and the Journal of Social Media Learning. She is the author of Books and Social Media (Routledge, 2021), and Social Media Marketing for Book Publishers (Routledge, 2022) which home in on digital community dynamics.

Inhaltsangabe

Introduction
1. What we mean when we talk about the cultural landscape
2. Using brands as landmarks for mapping the cultural landscape
3. Brand capital, perspective, and power
4. The role of gender
Case Study 1 - Gender: Virgin Atlantic and Bud Light
5. The importance of authenticity
6. Brand activism as power dynamic
Case Study 2 - Activism: Kate Spade Change Please
7. Ownership as power
8. The transience of power in the cultural landscape
Case Study 3 - Shifting power: Skype, Burberry, and Old Spice
9. TLDR: the application to industry.