SPCM2360 Study Guide Branding

SPCM2360 Study Guide Branding - Branding culture Historical...

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Branding culture Historical development of the brand 1. Early ads = informational a. Not applicable presently 2. 20 th century = industry society a. Fetishism of commodities and differentiation b. Birth of advertising as we know it c. Branding = differentiating 3. 1920s = Affluence/ marking class a. More consumers b. Explosion of catalogs c. Products marketing to different classes i. Luxury items d. Conspicuous consumption/status items 4. Outsourcing and Consumer economy a. Sweatshops/cheap labor b. 51% of jobs informational sector (manufacturing jobs outsourced) c. Relationship to products consumers (not manufacturers) 5. Shift from product to brand a. Consumer society emphasis on brands (Nike, Coke, etc.) 6. Manufacture of Consumers rather than goods Features and goals of branding Living in the Brand Brand is a rhetorical negotiation Constant loop of communication between marketers and targets/consumers Always changing (strategies, resistance) PR Cycle Product secondary to brand
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SPCM2360 Study Guide Branding - Branding culture Historical...

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