CMNS 323W Lecture Notes - Lecture 2: Mind Share, Kendall Jenner, Brand Management
29 May 2018
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Cultural Approaches to Branding
Learning objectives:
• Trace the ways brands produce value
• Identify examples of brands engaging consumptive, unpaid labour in order to create brand value
• Make connections between the ubiquitous brand universe and the life-worlds of consumers.
• Offer a cultural explanation of branding success or failure
• Identify the stories of branding rather than the abstract concepts like "fun" or "rebellious."
• Trace out the mythologies involved in branding
• Recognize historical contexts to a rad’s rise or fall
• Identify the cultural tensions or ideological conflicts the brands and their stories resolve for
consumers
Adam Arvidsson
• Premised on the assumption that consumption is a form of labour.
o It produces immaterial value for the brands themselves.
• This unpaid labour is discussed in terms of the life-worlds of consumers and the work performed
is the creation of community or commons based on shared values and practices around brands.
• Brand management: the attempt to increase the value of rads aagig osuers’
experiences with the brand.
• The values produced by consumers is realized in higher prices for goods and increased valuation
of corporate shares.
Douglas Holt
• Emphasizes shared meanings and values that exist on shifting historical ground.
• Successful brands are those that can adapt to changes in society and social attitudes.
• Offers a series of brands that connected with consumers because the stories they tell are
culturally relevant and are able to resolve social tensions and ideological contradictions.
Brand is a site of exchange
• Not just as an act of economic exchange but also an act of cultural exchange
• What is ehage? Meaig is ehage.
Capitalism depends on the movement of capital
• Consumerism, consumer capitalism
• Cultural dimension of advertising
• Promotional culture
Advertising discourse
• Circulates brand value in its own language: reassembles a number of languages
• A system of codes: a particular logic
• An ideological practice that is reproducing particular values
o The ideology of consumer culture, the capitalism
o Has a political implication
o Is historial: ou a’t uderstad a rad outside a historial otet
• How brands invite us to participate in those values
We must understand brands as a larger culture
• In the context of history, politics, culture
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