Brands and Cultural Analysis

• Main Author: Berger, Arthur Asa (Author, http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Pivot, 2019.
• Edition: 1st ed. 2019.
• Subjects: Communication.; Popular Culture.; United States-Study and teaching.; Digital media.; Branding (Marketing).; Media and Communication.; Popular Culture .; American Culture.; Digital/New Media.; Branding.

This book, written in an accessible style with numerous illustrations and with drawings by the author, discusses what brands are and the role brands play in American society and consumer cultures, in general. The book uses a cultural studies approach and draws upon concepts and theories from semioti...

Table of Contents:

• Part I: Theoretical Considerations
• 1. Introduction: Thinking About Brands
• 2. What is a Brand? A Semiotic Analysis
• 3. Brands and the Psyche
• 4. Brands in Society, Society in Brands
• 5. Marketing Brands
• 6. Brands in History, History in Brands
• 7. Language and Brands
• 8. Visual Branding: Logos, Icons and Images
• Part II: Applications
• 9. The Branded Self
• 10. San Francisco as a Brand
• 11. Japan as a Brand
• 12. Brand Competition: Cruises
• 13. Brand Sacrality
• 14. Brand Discourse
• 15. Brand and Myth
• 16. Coda.