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The meaning of arts for brands

The example of the Austrian chocolatier Zotter

Title: The meaning of arts for brands

Term Paper , 2012 , 26 Pages , Grade: 1

Autor:in: B.A. Katharina Maute (Author)

Business economics - Offline Marketing and Online Marketing
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The aim of this case study is to carve out the multilayer role of art for creating zotter chocolate and zotter package design, and accordingly for the brand zotter. Therewith I would like to deepen our understanding of the diverse use/ commitment art can have for every day products like chocolate. To do so, I will handle zotter products as art-works. That means I will not consider art to transport a message, to copy reality or in other words to be an instrument for branding (as the classical branding literature does (cf. Lüddemann, 2007, p. 9 sqq.)), but as an “independent, [autonomous] creative meaning producer” (Lüddemann, 2007, p. 9). Thus I will undertake a thought-experiment by applying a cultural studies perspective to an everyday commodity. I will proceed as follows. Firstly I will define art with an eye to zotter products. The third chapter deals with the question what art means for zotter products. The first sub chapter is about art awarding its own characteristics to a product, namely innovation and prestige. In the second subchapter I discuss art which communicates meaning- and sense offers. This includes the assumptions that art could be a method to stimulate the customer’s reflection, that art could constructs the customer’s perception of reality, that art could connect contradictions and that art could create a multi-sensory experience. Subsequently I summarize what my findings mean for the brands image and the brand per se. Finally I close the paper with a short wrap up and a conclusion.

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Details

Title
The meaning of arts for brands
Subtitle
The example of the Austrian chocolatier Zotter
College
University of Southern Denmark  (Marketing & Management)
Grade
1
Author
B.A. Katharina Maute (Author)
Publication Year
2012
Pages
26
Catalog Number
V210600
ISBN (eBook)
9783656381532
ISBN (Book)
9783656384694
Language
English
Tags
Advanced Brand Management Marketing Zotter Zotter Schokolade Brand and Art Art Arts Semiotics Meaning of arts for brands Organic fair trade constructivism synaesthetic synaesthesia Bernardini Andreas Gratze Josef Zotter Harvard Club of Austria Annamma Joy John Sherry Speaking of art as embodied imagination embodied imagination Kleider der Natur Hans Silvester Zotter Schokoladenmanufaktur Schoko-Laden-Theater essbarer Tiergarten Kunst Labooko Mitzi Blue handgeschöpft moul-made zotter chocolate Der Schokoladentester Die besten Schokoladen und Pralinen der Welt
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B.A. Katharina Maute (Author), 2012, The meaning of arts for brands, Munich, GRIN Verlag, https://www.grin.com/document/210600
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