For better or for worse, we live in what has been called a brandscape - a branded world - today. We are at a time in history when brands go beyond being business platforms to becoming symbols of our times. An increasing proportion of our lives is mediated by brands like McDonald′s, Sony and Budweiser, which often reflect the changing values of our society. Brands are more than just advertising, they are part of our culture. Think of Andy Warhol and Campbell′s Soup and Norman Rockwell and Coca-Cola. Think of the digital brandscape with Google, Facebook and YouTube - brands knowing more about who we are, what we look like, who our friends are and what our dreams and wishes are, than any other brand, organisation or company, ever knew before. Products, people, countries - Britain, for example, tried to become a brand with its "Cool Britannia" slogan - and companies are all racing to turn themselves into brands - to make their image more likeable and understandable. Furthermore, brands dominate our working lives, and corporate logos are now in every civic space, from schools, universities and playgrounds to hospitals and art galleries. And this brandscape can be considered to be global: walk down a street in any city in the world and there will be enough brands to make you feel at home.
At the same time, brands and branding culture represents, among other things, an issue of culture and politics. In some cases, brands have rightly or wrongly become a political battleground. Most recently in 2007, demonstrating left-wing youths in Copenhagen smashed outlets of global food and entertainment chains, over a conflict with the city government that sold their youth centre (Ungdomshuset) to a Christian sect, which tore it down. Thus, to discuss the role and future of (international and global) brands in society has become even more important. The following text examines whether brands as we know them are dead and makes recommendations to brand-owners over and beyond corporate social responsibility (CSR).
Inhaltsverzeichnis (Table of Contents)
- Introduction
- The death of the brand? Challenges facing international brands in the 21st century.
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This dissertation analyzes the challenges facing international brands in the 21st century, focusing on the critiques of the anti-branding movement and the impact of globalization on brand perception. It examines the role of brands in shaping culture and the potential consequences of corporate actions on consumer trust and loyalty.
- The rise of anti-branding sentiment and its impact on global corporations
- The changing role of brands in shaping culture and consumer behavior
- The influence of globalization on brand perception and the challenges of operating in a globalized market
- The impact of corporate actions on consumer trust and loyalty
- The future of branding and marketing in the face of evolving consumer attitudes
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: The chapter explores the current state of branding, emphasizing the ubiquitous presence of brands in contemporary society and their role in shaping culture. It highlights the growing significance of brands, particularly in the wake of globalization and the rise of multinational corporations.
- The death of the brand? Challenges facing international brands in the 21st century.: This chapter examines the challenges facing international brands in the 21st century, focusing on the increasing criticism of globalization and its impact on corporate practices. It explores the role of brands in perpetuating capitalist ideology and the rise of consumer awareness regarding ethical concerns such as labor exploitation and environmental degradation. This chapter also discusses the increasing scrutiny of multinational corporations and the potential for backlash against global brands.
Schlüsselwörter (Keywords)
The key terms and focus topics of this dissertation are: branding, anti-branding, globalization, consumer culture, corporate social responsibility, multinational corporations, ethical consumption, brand reputation, and marketing strategies. The dissertation explores the changing relationship between brands and consumers in the 21st century, considering the impact of ethical concerns, social activism, and globalized markets on brand perception and loyalty.
- Citation du texte
- Florian Mayer (Auteur), 2003, The death of the brand? Challenges facing international brands in the 21st century - an analysis with examples and recommendations, Munich, GRIN Verlag, https://www.grin.com/document/13593
