Branding culture - Branding culture Historical development...

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Branding culture Historical development of the brand originally, advertising was used to talk directly about a product, the 20th century brought about the idea of branding to differentiate similar products marketing “class” in the 20s: in the past ads had promoted how inexpensive products were; this shifted to people buying products to show status the worry was once about production, but now it focused on consumption (branding) Features and goals of branding: creates identities, capturing mind-share, cultural capital, colonizing space Features and goals of branding: the product is secondary to the brand Persuasion vs. identification: identification is telling a story where the consumer steps into the story to identify w/the brand. It’s an invitation to the universe of stories. More powerful than persuasion . Creates spiritual significance. ex: the identification of Starbucks and its ‘soul’ Colonization of cultural space: creates cultural capital. Nike = sports. Sprite = hip hop. How brands are measured: 360 degrees, if a brand is doing well, it should encompass someones life Culture Industry and Children History of kids as marketing demographic: Between 1990 and 2000, the amount spent on marketing to children increased by 10x . tweens spent 5bil in 1965. In 2000, tweens spent 30bil. In 2008, tweens spent 48bil. Kids can
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This note was uploaded on 09/28/2011 for the course SPCM 2360 taught by Professor Stahl during the Fall '11 term at University of Georgia Athens.

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Branding culture - Branding culture Historical development...

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