The power of brand ownership: marketing in the cultural landscape

By:

Johnson, Miriam J

Material type: Text

TextPublication details: Cambridge University Press Cambridge 2025Description: vii, 271 pISBN:

9781009538381

Subject(s):

DDC classification:

339.47 JOH

Summary: How do brands cultivate loyalty and influence consumer purchasing decisions? The Power of Brand Ownership explores the complex dynamics between branding and consumer identity within both the physical and digital realms that form our cultural landscape. Miriam J. Johnson uncovers a symbiotic relationship where brands serve not merely as navigational aids in a consumer's journey but also as integral components of self-identity and social projection, and the power that entails. Investigating the nuances of power shifts, brand authenticity, activism, and the gendered nature of consumption, Johnson asserts that brands are both influenced by and influencers of the cultural terrain they inhabit as well as the temporal contexts in which they interact. Theoretical frameworks articulate the fluidity of capital within the consumer-brand nexus whilst insightful case studies illustrate industry examples, revealing the shifting strategies employed by companies to make brands identifiable and desirable in the ever-changing cultural landscape. Emphasises the significance of consumer self-identity and self-projection, and how companies can use these phenomena to build brand capital Draws on the theoretical frameworks that underpin the concepts of branding, power and ownership including Bourdieu's concepts of capital and habitus, Foucault's archaeology and genealogy, and Butler's work on gender as performance Case studies from companies including Virgin Atlantic, Kate Spade, Burberry, and Change Please illustrate the theoretical concepts in action, enabling you to contextualise and apply complex ideas within relatable scenarios Key Points and Discussion Questions feature throughout the book facilitating effective learning and encouraging interactive engagement with the text (https://www.cambridge.org/us/universitypress/subjects/management/sales-and-marketing/power-brand-ownership-marketing-cultural-landscape?format=PB&isbn=9781009538381)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	339.47 JOH (Browse shelf(Opens below))	1	Available		008797

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Previous	338.88 SHA International business:	338.88 VAR Fundamentals of international business	338.88 WIL International business: the challenges of globalization	339.47 JOH The power of brand ownership: marketing in the cultural landscape	339.47 SYR Seven deadly sins in consumption	339.470951 SET Chinese consumers: exploring the world's largest demographic	339.470954 BIJ We are like that only: understanding the logic of consumer India	Next

Table of Contents:

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.

How do brands cultivate loyalty and influence consumer purchasing decisions? The Power of Brand Ownership explores the complex dynamics between branding and consumer identity within both the physical and digital realms that form our cultural landscape. Miriam J. Johnson uncovers a symbiotic relationship where brands serve not merely as navigational aids in a consumer's journey but also as integral components of self-identity and social projection, and the power that entails. Investigating the nuances of power shifts, brand authenticity, activism, and the gendered nature of consumption, Johnson asserts that brands are both influenced by and influencers of the cultural terrain they inhabit as well as the temporal contexts in which they interact. Theoretical frameworks articulate the fluidity of capital within the consumer-brand nexus whilst insightful case studies illustrate industry examples, revealing the shifting strategies employed by companies to make brands identifiable and desirable in the ever-changing cultural landscape.

Emphasises the significance of consumer self-identity and self-projection, and how companies can use these phenomena to build brand capital
Draws on the theoretical frameworks that underpin the concepts of branding, power and ownership including Bourdieu's concepts of capital and habitus, Foucault's archaeology and genealogy, and Butler's work on gender as performance
Case studies from companies including Virgin Atlantic, Kate Spade, Burberry, and Change Please illustrate the theoretical concepts in action, enabling you to contextualise and apply complex ideas within relatable scenarios
Key Points and Discussion Questions feature throughout the book facilitating effective learning and encouraging interactive engagement with the text

(https://www.cambridge.org/us/universitypress/subjects/management/sales-and-marketing/power-brand-ownership-marketing-cultural-landscape?format=PB&isbn=9781009538381)

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