000			03486cam a2200313 i 4500
001			99117140111004341
005			20250312120407.0
008			240503s2025 enk b 001 0 eng
010			_a 2024020826
020			_a9781009538381 _qPaperback
020			_a9781009538404 _qHardback
035			_a(OCoLC)1432607752
035			_a(OCoLC)on1432607752
040			_aDLC _beng _erda _cDLC _dOCLCO _dYDX _dIG# _dUKOBU _dYDX _dNLE
042			_apcc
049			_aNLES
050	0	0	_aHC79.C6 _bJ654 2025
100			_aJohnson, Miriam J., _eauthor. _1https://id.oclc.org/worldcat/entity/E39PCjB4XgBjHDKkCBXW6TgMyd _924889
245	1	4	_aThe power of brand ownership _b: marketing in the cultural landscape _c/ Miriam J. Johnson.
264		1	_aCambridge : _bCambridge University Press, _c2025.
300			_avii, 271 pages ; _c23 cm
504			_aIncludes bibliographical references and index.
505			_aWhat we mean when we talk about the cultural landscape — Using brands as landmarks for mapping the cultural landscape — Brand capital, perspective, and power — The role of gender — Case Study 1 – Gender – Virgin Atlantic and Bud Light — The importance of authenticity — Brand activism as power dynamic — Case Study 2 – Activism – Kate Spade Change Please — Ownership as power — The transience of power in the cultural landscape — Case Study 3 – Shifting power – Skype, Burberry, and Old Spice — TLDR – the application to industry
520			_aHow 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.
650		0	_aConsumption (Economics) _xSocial aspects _913950
650		0	_aBranding (Marketing) _xSocial aspects _98758
650		0	_aCultural landscapes. _924890
942			_2lcc
999			_c4531 _d4531