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Branding as a Global Phenomenon: From Theory to Practice and Vice Versa
[Sammelwerksbeitrag]
Dieser Sammelwerksbeitrag gehört zu folgendem Sammelwerk:
Branding the Middle East: Communication Strategies and Image Building from Qom to Casablanca
Abstract The chapter starts with a short global, initially mostly Western, history of branding. An overview of conceptualisations of branding follows and first contrasts application-oriented literature with more critical studies and insights. It continues by presenting attempts to clarify terminology and dis... mehr
The chapter starts with a short global, initially mostly Western, history of branding. An overview of conceptualisations of branding follows and first contrasts application-oriented literature with more critical studies and insights. It continues by presenting attempts to clarify terminology and discussing some important elements of the branding process, from the variety of its purposes, actors, and addressees to the proposed and employed tools and strategies. Another section pertains to the global macro-contexts in which contemporary branding is said to take place, including globalisation, neoliberalisation, and postmodernisation. Subsequently, some critical considerations relate to a range of political, social, and spatial aspects and consequences of branding. All this will be carried out with a certain bias in favour of place branding, corresponding to the main focus of the articles in the present volume. Most of the references used for this conceptual chapter were published from the late 1990s to the early 2010s, when, after the initiating works, the research field consolidated and provoked critical assessment be-fore it ramified into ever more detailed issues.... weniger
Thesaurusschlagwörter
Werbung; Marketing; Dienstleistung; tertiärer Sektor; Öffentlichkeitsarbeit; Konzeption; Definition; Marke
Klassifikation
Marketing
Freie Schlagwörter
Global; Kulturvermittlung; geschichtlicher Überblick
Titel Sammelwerk, Herausgeber- oder Konferenzband
Branding the Middle East: Communication Strategies and Image Building from Qom to Casablanca
Herausgeber
Wippel, Steffen
Sprache Dokument
Englisch
Publikationsjahr
2023
Verlag
De Gruyter
Erscheinungsort
Berlin
Seitenangabe
S. 7-53
Schriftenreihe
Studies on Modern Orient, 38
DOI
https://doi.org/10.1515/9783110741100-005
ISBN
978-3-11-074110-0
Status
Veröffentlichungsversion; begutachtet
Lizenz
Creative Commons - Namensnennung, Nicht kommerz., Keine Bearbeitung 4.0