01429nam a2200217 i 4500 240120s2006 xx 001 0 und d 9-780415-34716-7 GCL 658.827 ARN Arvidson, Arvidsson Brands : Meaning and value in Media Culture / Adam Arvidsson Routledge. New York : 2006. 168 Pages : pbk. 23 cm. text rdacontent text unmediated n rdamedia volume nc rdacarrier Includes Index. Drawing on rich empirical material, this revealing book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value. When branding lifestyles or value complexes onto their products, companies assume that consumers desire products for their ability to give meaning to their lives. Yet, brands also have a key function within managerial strategy. Examining the history of audience and market research, marketing thought and advertising strategy; the first part of this book traces the historical development of branding, whilst the second part evaluates new media, contemporary management and overall media economics to present the first systematic theory of brands: the brand as a key institution in information capitalism. It includes chapters on Mass Communication ddc 0 0 ddc 0 658_827000000000000_ARV 0 2355 LPL LPL BK 2024-01-20 0 658.827 ARV 12608 2024-01-20 13:05:51 2024-01-20 BK 1681 1681