Sharan Jagpal
- Published in print:
- 2008
- Published Online:
- September 2008
- ISBN:
- 9780195371055
- eISBN:
- 9780199870745
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195371055.003.0012
- Subject:
- Business and Management, Marketing
This chapter shows how the firm should coordinate its advertising message, branding, and product positioning strategies. It distinguishs between the short and long runs, single-product and ...
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This chapter shows how the firm should coordinate its advertising message, branding, and product positioning strategies. It distinguishs between the short and long runs, single-product and multiproduct firms, established and new products, durable and nondurable products, and whether the firm is a market leader or not.Less
This chapter shows how the firm should coordinate its advertising message, branding, and product positioning strategies. It distinguishs between the short and long runs, single-product and multiproduct firms, established and new products, durable and nondurable products, and whether the firm is a market leader or not.
Sharan Jagpal
- Published in print:
- 2008
- Published Online:
- September 2008
- ISBN:
- 9780195371055
- eISBN:
- 9780199870745
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195371055.003.0019
- Subject:
- Business and Management, Marketing
This chapter discusses the conditions under which brand equity can exist and whether brand equity implies charging high prices. It evaluates the use of standard metrics for measuring brand equity ...
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This chapter discusses the conditions under which brand equity can exist and whether brand equity implies charging high prices. It evaluates the use of standard metrics for measuring brand equity (e.g., Tobin's q-ratio and the multiplier method). Following this, it proposes an integrated marketing-finance fusion method for measuring brand equity that combines behavioral and financial data and allows for competitive effects at different levels in the supply chain and for differential market growth rates.Less
This chapter discusses the conditions under which brand equity can exist and whether brand equity implies charging high prices. It evaluates the use of standard metrics for measuring brand equity (e.g., Tobin's q-ratio and the multiplier method). Following this, it proposes an integrated marketing-finance fusion method for measuring brand equity that combines behavioral and financial data and allows for competitive effects at different levels in the supply chain and for differential market growth rates.
Sharan Jagpal and Shireen Jagpal
- Published in print:
- 2008
- Published Online:
- September 2008
- ISBN:
- 9780195371055
- eISBN:
- 9780199870745
- Item type:
- book
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195371055.001.0001
- Subject:
- Business and Management, Marketing
This book shows how to fuse marketing, finance, and other disciplines to improve performance for the corporation or organization. Specifically, it shows decision makers at different levels in the ...
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This book shows how to fuse marketing, finance, and other disciplines to improve performance for the corporation or organization. Specifically, it shows decision makers at different levels in the organization and in different functional areas (e.g., marketing, finance, new product development, and human resources management) how to overcome the problems resulting from function- and discipline-based “silos.” The book has several novel features. All concepts are presented in a simple and easily accessible question-and-answer format. The book provides an in-depth analysis of a broad spectrum of important managerial topics (e.g., how to allocate advertising funds between Internet and conventional advertising, how to evaluate brand equity for mergers and acquisitions, and how to coordinate product design, marketing strategy, and production). In addition, because of its fusion-based methodology, the book provides decision makers with new tools to address familiar managerial problems (e.g., resource allocation and the design of managerial contracts in multiproduct or multidivisional firms). Throughout the book, the focus is on providing managers with actionable theories and metrics that are rigorous yet practical, and that allow the firm or organization to fuse — not merely interface — different functional areas.Less
This book shows how to fuse marketing, finance, and other disciplines to improve performance for the corporation or organization. Specifically, it shows decision makers at different levels in the organization and in different functional areas (e.g., marketing, finance, new product development, and human resources management) how to overcome the problems resulting from function- and discipline-based “silos.” The book has several novel features. All concepts are presented in a simple and easily accessible question-and-answer format. The book provides an in-depth analysis of a broad spectrum of important managerial topics (e.g., how to allocate advertising funds between Internet and conventional advertising, how to evaluate brand equity for mergers and acquisitions, and how to coordinate product design, marketing strategy, and production). In addition, because of its fusion-based methodology, the book provides decision makers with new tools to address familiar managerial problems (e.g., resource allocation and the design of managerial contracts in multiproduct or multidivisional firms). Throughout the book, the focus is on providing managers with actionable theories and metrics that are rigorous yet practical, and that allow the firm or organization to fuse — not merely interface — different functional areas.
Sharan Jagpal
- Published in print:
- 2008
- Published Online:
- September 2008
- ISBN:
- 9780195371055
- eISBN:
- 9780199870745
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195371055.003.0009
- Subject:
- Business and Management, Marketing
This chapter shows how the firm can use marketing-finance fusion to choose bundling strategies to increase its performance. Topics covered include: how to price interdependent products, how and when ...
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This chapter shows how the firm can use marketing-finance fusion to choose bundling strategies to increase its performance. Topics covered include: how to price interdependent products, how and when to use cross-couponing strategies, how to allow for production capacity constraints, and how to reward managers of multidivisional firms when cross-couponing strategies are used. It analyzes why many bundling strategies fail in the marketplace; in addition, it proposes new metrics for measuring consumers' willingness to pay for products and bundles.Less
This chapter shows how the firm can use marketing-finance fusion to choose bundling strategies to increase its performance. Topics covered include: how to price interdependent products, how and when to use cross-couponing strategies, how to allow for production capacity constraints, and how to reward managers of multidivisional firms when cross-couponing strategies are used. It analyzes why many bundling strategies fail in the marketplace; in addition, it proposes new metrics for measuring consumers' willingness to pay for products and bundles.
David O. Brink
- Published in print:
- 2003
- Published Online:
- April 2004
- ISBN:
- 9780199266401
- eISBN:
- 9780191600906
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/0199266409.003.0027
- Subject:
- Philosophy, History of Philosophy
This chapter discusses the impact of Green's views on his contemporaries and subsequent generations of philosophers. Green's metaphysical and ethical views were sympathetically received and developed ...
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This chapter discusses the impact of Green's views on his contemporaries and subsequent generations of philosophers. Green's metaphysical and ethical views were sympathetically received and developed in Britain by Bernard Bosanquet, Edward Caird, R. B. Haldane, J. S. Mackenzie, J. H. Muirhead, R. L. Nettleship, Hastings Rashdall, D. G. Ritchie, and Arnold Toynbee. His metaphysical and ethical views also had an influence in the United States. The young John Dewey developed his form of pragmatism out of idealist metaphysical and epistemological claims, and he articulated an ethics of self-realization in conscious response to Green. Later, Brand Blanshard showed the influence of Green, among others, in reacting to the then dominant Logical Positivism by defending a form of absolute idealism and a form of ethical naturalism.Less
This chapter discusses the impact of Green's views on his contemporaries and subsequent generations of philosophers. Green's metaphysical and ethical views were sympathetically received and developed in Britain by Bernard Bosanquet, Edward Caird, R. B. Haldane, J. S. Mackenzie, J. H. Muirhead, R. L. Nettleship, Hastings Rashdall, D. G. Ritchie, and Arnold Toynbee. His metaphysical and ethical views also had an influence in the United States. The young John Dewey developed his form of pragmatism out of idealist metaphysical and epistemological claims, and he articulated an ethics of self-realization in conscious response to Green. Later, Brand Blanshard showed the influence of Green, among others, in reacting to the then dominant Logical Positivism by defending a form of absolute idealism and a form of ethical naturalism.
John F. Wilson and Andrew Thomson
- Published in print:
- 2006
- Published Online:
- September 2007
- ISBN:
- 9780199261581
- eISBN:
- 9780191718588
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780199261581.003.0010
- Subject:
- Business and Management, Business History
Marketing is a key area for developing economies of scale and scope. This chapter focuses on the Coasian argument about the nature of transaction costs, with British industry tending to look to ...
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Marketing is a key area for developing economies of scale and scope. This chapter focuses on the Coasian argument about the nature of transaction costs, with British industry tending to look to externalization rather than internalization and the development of a corps of marketing managers. Due to the relatively small scale nature of most firms, it paid entrepreneurs to operate their market relationships through intermediaries in a system generally known as merchanting, rather than have a direct relationship with the market. Moreover, anti-competitive practices were rife until the 1960s, so that there was no strong requirement for sophisticated competitive marketing. A further aspect was the outsourcing of key marketing functions, mainly to advertising agencies. These features resulted in a lack of substantial central offices for coordination and resource allocation, which would have been desirable for effective strategic marketing.Less
Marketing is a key area for developing economies of scale and scope. This chapter focuses on the Coasian argument about the nature of transaction costs, with British industry tending to look to externalization rather than internalization and the development of a corps of marketing managers. Due to the relatively small scale nature of most firms, it paid entrepreneurs to operate their market relationships through intermediaries in a system generally known as merchanting, rather than have a direct relationship with the market. Moreover, anti-competitive practices were rife until the 1960s, so that there was no strong requirement for sophisticated competitive marketing. A further aspect was the outsourcing of key marketing functions, mainly to advertising agencies. These features resulted in a lack of substantial central offices for coordination and resource allocation, which would have been desirable for effective strategic marketing.
Grahame R. Dowling
- Published in print:
- 2004
- Published Online:
- October 2011
- ISBN:
- 9780199269617
- eISBN:
- 9780191699429
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780199269617.003.0007
- Subject:
- Business and Management, Marketing
This chapter examines brands, often one of the organization's key strategic marketing assets. The management of brands is of fundamental concern to marketers. For sellers, they are a means of legally ...
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This chapter examines brands, often one of the organization's key strategic marketing assets. The management of brands is of fundamental concern to marketers. For sellers, they are a means of legally protecting their products and services. For consumers, brands help to identify the maker of the product and know who should be held accountable for any problems. Parts A and B of this chapter examine three key issues about brands: brand position and positioning — where positioning is the management process that leads to a brand's position; branding — the identity and architecture of brands; and brand equity — the value added to a product or service that is endowed by its brand name.Less
This chapter examines brands, often one of the organization's key strategic marketing assets. The management of brands is of fundamental concern to marketers. For sellers, they are a means of legally protecting their products and services. For consumers, brands help to identify the maker of the product and know who should be held accountable for any problems. Parts A and B of this chapter examine three key issues about brands: brand position and positioning — where positioning is the management process that leads to a brand's position; branding — the identity and architecture of brands; and brand equity — the value added to a product or service that is endowed by its brand name.
Barrie Gunter
- Published in print:
- 2015
- Published Online:
- May 2016
- ISBN:
- 9780719097874
- eISBN:
- 9781526104359
- Item type:
- chapter
- Publisher:
- Manchester University Press
- DOI:
- 10.7228/manchester/9780719097874.003.0004
- Subject:
- Society and Culture, Media Studies
This chapter builds on the previous chapter and places more emphasis on the concept of the ‘brand’ and how children become aware of it. We know that as children pass through different stages of ...
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This chapter builds on the previous chapter and places more emphasis on the concept of the ‘brand’ and how children become aware of it. We know that as children pass through different stages of psychological development, their abilities to understand the world in increasingly complex ways evolves. How does this knowledge of child developmental psychology translate into a model for enabling us to comprehend children's growing awareness of brands? Research is examined that shows the extent of brand awareness at different ages and how this can be linked back to what we might expect given a child's level of cognitive or social development. It also introduces the new phenomena or subtle or disguised forms of advertising such as product placement and the use of branded social media sites or virtual environments. How do these different forms of marketing affect children?Less
This chapter builds on the previous chapter and places more emphasis on the concept of the ‘brand’ and how children become aware of it. We know that as children pass through different stages of psychological development, their abilities to understand the world in increasingly complex ways evolves. How does this knowledge of child developmental psychology translate into a model for enabling us to comprehend children's growing awareness of brands? Research is examined that shows the extent of brand awareness at different ages and how this can be linked back to what we might expect given a child's level of cognitive or social development. It also introduces the new phenomena or subtle or disguised forms of advertising such as product placement and the use of branded social media sites or virtual environments. How do these different forms of marketing affect children?
Barrie Gunter
- Published in print:
- 2015
- Published Online:
- May 2016
- ISBN:
- 9780719097874
- eISBN:
- 9781526104359
- Item type:
- chapter
- Publisher:
- Manchester University Press
- DOI:
- 10.7228/manchester/9780719097874.003.0006
- Subject:
- Society and Culture, Media Studies
The 21st century has witnessed the rapid rise of online social media. At the forefront of these developments have been popular sites such as Facebook and Twitter. Young adults and then children ...
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The 21st century has witnessed the rapid rise of online social media. At the forefront of these developments have been popular sites such as Facebook and Twitter. Young adults and then children adopted these sites first before moving on to other even newer and more fashionable locations such as Instagram, SnapChat and others once their parents made the initial social media less trendy places to hang out. Marketing professionals have not been slow to recognise the popularity of these platforms with children and the centrality they have in young people's lives. Marketers have quickly adopted these sites as branding locations and have even gone as far as developing their own sites. The use of online social media to promote brands to children has raised concerns about whether they are necessarily aware of the marketing use of these sites when in their outward appearance they seem like other social media sites. This chapter examines the way brands have co-opted social media technologies for branding purposes. Sometimes this activity takes the form of brands utilising established independent social media sites and on other occasions brand owners have created their own social media sites. Evidence is reviewed about how these sites can influence children's brand awareness and opinions and even their brand choices.Less
The 21st century has witnessed the rapid rise of online social media. At the forefront of these developments have been popular sites such as Facebook and Twitter. Young adults and then children adopted these sites first before moving on to other even newer and more fashionable locations such as Instagram, SnapChat and others once their parents made the initial social media less trendy places to hang out. Marketing professionals have not been slow to recognise the popularity of these platforms with children and the centrality they have in young people's lives. Marketers have quickly adopted these sites as branding locations and have even gone as far as developing their own sites. The use of online social media to promote brands to children has raised concerns about whether they are necessarily aware of the marketing use of these sites when in their outward appearance they seem like other social media sites. This chapter examines the way brands have co-opted social media technologies for branding purposes. Sometimes this activity takes the form of brands utilising established independent social media sites and on other occasions brand owners have created their own social media sites. Evidence is reviewed about how these sites can influence children's brand awareness and opinions and even their brand choices.
Christel Lane and Jocelyn Probert
- Published in print:
- 2009
- Published Online:
- May 2009
- ISBN:
- 9780199214815
- eISBN:
- 9780191721779
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780199214815.003.0004
- Subject:
- Business and Management, International Business, Political Economy
This chapter provides an investigation of the following questions: why power passed from producers to retailers; how retailers utilize their dominance in the chain; and whether this imbalance of ...
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This chapter provides an investigation of the following questions: why power passed from producers to retailers; how retailers utilize their dominance in the chain; and whether this imbalance of power may be found in all western clothing industries. To answer these questions, the chapter covers the following aspects of the German, UK, and US clothing retail sectors: their historical development and current structure, with a focus on the evolution of different retail channels; intensified competition and firms' responses of concentration and corporatization; the move to ‘private label’/store brands and the development of direct sourcing, i.e., sourcing without using domestic middleman firms; the strategy of increased market segmentation and the differing market positions, in interaction with consumption styles, adopted in each country; the development of ‘fast fashion’ and ‘just-in-time’ sourcing; and the internationalization of sales through foreign direct investment. The final section emphasises both the enduring divergences between national retail sectors and the differential degree of power retailers hold vis-à-vis domestic ‘manufacturers’ in each country but also points to some convergence tendencies.Less
This chapter provides an investigation of the following questions: why power passed from producers to retailers; how retailers utilize their dominance in the chain; and whether this imbalance of power may be found in all western clothing industries. To answer these questions, the chapter covers the following aspects of the German, UK, and US clothing retail sectors: their historical development and current structure, with a focus on the evolution of different retail channels; intensified competition and firms' responses of concentration and corporatization; the move to ‘private label’/store brands and the development of direct sourcing, i.e., sourcing without using domestic middleman firms; the strategy of increased market segmentation and the differing market positions, in interaction with consumption styles, adopted in each country; the development of ‘fast fashion’ and ‘just-in-time’ sourcing; and the internationalization of sales through foreign direct investment. The final section emphasises both the enduring divergences between national retail sectors and the differential degree of power retailers hold vis-à-vis domestic ‘manufacturers’ in each country but also points to some convergence tendencies.
Chekitan S. Dev
- Published in print:
- 2012
- Published Online:
- August 2016
- ISBN:
- 9780801452031
- eISBN:
- 9780801465703
- Item type:
- chapter
- Publisher:
- Cornell University Press
- DOI:
- 10.7591/cornell/9780801452031.003.0002
- Subject:
- Business and Management, Marketing
This chapter distills important lessons from the Cornell Hospitality Brand Management Roundtable at Cornell University's Center for Hospitality Research (CHR), a one-day, interactive, high-level ...
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This chapter distills important lessons from the Cornell Hospitality Brand Management Roundtable at Cornell University's Center for Hospitality Research (CHR), a one-day, interactive, high-level discussion among a select group of thirty brand executives, consultants, and professors who shared their experience and knowledge on a variety of key brand management topics. The roundtable featured provocative presentations of cutting-edge research studies by leading scholars collaborating with industry partners. The goal of the first CHR Brand Management Roundtable was to provoke change and push the status quo. Brand-related issues addressed during the roundtable include global brand building, branding by amenity, brand value, promoting brands over the Internet, brand rights, and branding by design.Less
This chapter distills important lessons from the Cornell Hospitality Brand Management Roundtable at Cornell University's Center for Hospitality Research (CHR), a one-day, interactive, high-level discussion among a select group of thirty brand executives, consultants, and professors who shared their experience and knowledge on a variety of key brand management topics. The roundtable featured provocative presentations of cutting-edge research studies by leading scholars collaborating with industry partners. The goal of the first CHR Brand Management Roundtable was to provoke change and push the status quo. Brand-related issues addressed during the roundtable include global brand building, branding by amenity, brand value, promoting brands over the Internet, brand rights, and branding by design.
Barrie Gunter
- Published in print:
- 2015
- Published Online:
- May 2016
- ISBN:
- 9780719097874
- eISBN:
- 9781526104359
- Item type:
- chapter
- Publisher:
- Manchester University Press
- DOI:
- 10.7228/manchester/9780719097874.003.0002
- Subject:
- Society and Culture, Media Studies
Brands ascended as advances in technology enabled mass production of goods and speedier forms of transportation over long distances so that local products could spread beyond local markets. With the ...
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Brands ascended as advances in technology enabled mass production of goods and speedier forms of transportation over long distances so that local products could spread beyond local markets. With the triggering of mass demand came a need on the part of citizens as ‘consumers’ for more choice. More versions of individual products appeared and needed to find ways to look distinctive and appear better than their rivals and hence ‘brands’ emerged. Brands and branding have a long history but the modern era meaning of brands has evolved primarily in the last 150 years following the earliest incarnations of the mass media. This chapter examines how the nature and meaning of branding has changed and opens up a discussion about the different ways in which children get involved with brands. It presents an overview of how new forms of brand promotion have emerged that raise questions about how well equipped children are to cope with a world of marketing that permeates their lives and is not always as obvious in its appearance in the digital world as it used to be in the analogue world.Less
Brands ascended as advances in technology enabled mass production of goods and speedier forms of transportation over long distances so that local products could spread beyond local markets. With the triggering of mass demand came a need on the part of citizens as ‘consumers’ for more choice. More versions of individual products appeared and needed to find ways to look distinctive and appear better than their rivals and hence ‘brands’ emerged. Brands and branding have a long history but the modern era meaning of brands has evolved primarily in the last 150 years following the earliest incarnations of the mass media. This chapter examines how the nature and meaning of branding has changed and opens up a discussion about the different ways in which children get involved with brands. It presents an overview of how new forms of brand promotion have emerged that raise questions about how well equipped children are to cope with a world of marketing that permeates their lives and is not always as obvious in its appearance in the digital world as it used to be in the analogue world.
Barrie Gunter
- Published in print:
- 2015
- Published Online:
- May 2016
- ISBN:
- 9780719097874
- eISBN:
- 9781526104359
- Item type:
- chapter
- Publisher:
- Manchester University Press
- DOI:
- 10.7228/manchester/9780719097874.003.0003
- Subject:
- Society and Culture, Media Studies
This chapter examines the involvement of children with brands in more depth. It tracks the extent and nature of young consumers’ engagement with brands in the mass media era and introduces theories ...
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This chapter examines the involvement of children with brands in more depth. It tracks the extent and nature of young consumers’ engagement with brands in the mass media era and introduces theories of cognitive development that can help us understand why children respond to brands in different ways as they progress through childhood. It examines also the debate between whether children's psychological development can be conceived to pass through distinct ‘stages’ or whether it is a fluid process that occurs gradually and at different rates for different children? It also considers the way that children development and related brand awareness are measured and evaluates the quality of different types of research in enabling us to understand properly how this developmental process occurs.Less
This chapter examines the involvement of children with brands in more depth. It tracks the extent and nature of young consumers’ engagement with brands in the mass media era and introduces theories of cognitive development that can help us understand why children respond to brands in different ways as they progress through childhood. It examines also the debate between whether children's psychological development can be conceived to pass through distinct ‘stages’ or whether it is a fluid process that occurs gradually and at different rates for different children? It also considers the way that children development and related brand awareness are measured and evaluates the quality of different types of research in enabling us to understand properly how this developmental process occurs.
Barrie Gunter
- Published in print:
- 2015
- Published Online:
- May 2016
- ISBN:
- 9780719097874
- eISBN:
- 9781526104359
- Item type:
- chapter
- Publisher:
- Manchester University Press
- DOI:
- 10.7228/manchester/9780719097874.003.0007
- Subject:
- Society and Culture, Media Studies
Brands have also become embedded on online game worlds and virtual reality settings. These computer-driven worlds have created parallel forms of existence alongside the offline world. Some are based ...
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Brands have also become embedded on online game worlds and virtual reality settings. These computer-driven worlds have created parallel forms of existence alongside the offline world. Some are based on specific games and others are online social environments, similar to social media sites, but in simulated three-dimensional settings.As with social media sites, brands have entered pre-existing virtual game worlds and created their own. These deliberately brand virtual settings nevertheless appear in many ways to be ordinary online games. Closer inspection reveals that they are permeated by brand appearances. Moreover, brands are integrated into games rather than always being set apart from them. Consumers as ‘players’ are invited to manipulate objects on screen that are covered in brand labels and logos and therefore receive rapid-repeated brand exposures. This chapter examines what is known about these initiatives specifically in the context of computer game environments and how children respond to them.Less
Brands have also become embedded on online game worlds and virtual reality settings. These computer-driven worlds have created parallel forms of existence alongside the offline world. Some are based on specific games and others are online social environments, similar to social media sites, but in simulated three-dimensional settings.As with social media sites, brands have entered pre-existing virtual game worlds and created their own. These deliberately brand virtual settings nevertheless appear in many ways to be ordinary online games. Closer inspection reveals that they are permeated by brand appearances. Moreover, brands are integrated into games rather than always being set apart from them. Consumers as ‘players’ are invited to manipulate objects on screen that are covered in brand labels and logos and therefore receive rapid-repeated brand exposures. This chapter examines what is known about these initiatives specifically in the context of computer game environments and how children respond to them.
Barrie Gunter
- Published in print:
- 2015
- Published Online:
- May 2016
- ISBN:
- 9780719097874
- eISBN:
- 9781526104359
- Item type:
- book
- Publisher:
- Manchester University Press
- DOI:
- 10.7228/manchester/9780719097874.001.0001
- Subject:
- Society and Culture, Media Studies
Brands are introduced into the lives of consumers from an early age. Even before they start school, they can recognise brand names and ask for brands by name. The meaning of brands to children can ...
More
Brands are introduced into the lives of consumers from an early age. Even before they start school, they can recognise brand names and ask for brands by name. The meaning of brands to children can vary dramatically with age. As with other aspects of consumer socialisation, children's initial orientation towards brands occurs at a superficial level because their level of cognitive development does not allow them to understand deeper-seated symbolic meanings of brands. This book examines these processes and how they evolve over the different stages of childhood. It considers specific models of cognitive development and how they inform what we know about the way children engage with brands. It also examines the way brands have adopted new promotional platforms in the digital era and in consequence the ways in which they have taken on new forms that often disguise their true purpose. While children can begin the understand the nature and purpose of advertising from well before their teen years, when advertising is less overt and more subtle – as it often is in the promotional techniques used by brands in online social media and virtual environments – this can impede a child's ability to recognise what is going on. This book examines these phenomena and considers their implications for the future regulation of brand promotions.Less
Brands are introduced into the lives of consumers from an early age. Even before they start school, they can recognise brand names and ask for brands by name. The meaning of brands to children can vary dramatically with age. As with other aspects of consumer socialisation, children's initial orientation towards brands occurs at a superficial level because their level of cognitive development does not allow them to understand deeper-seated symbolic meanings of brands. This book examines these processes and how they evolve over the different stages of childhood. It considers specific models of cognitive development and how they inform what we know about the way children engage with brands. It also examines the way brands have adopted new promotional platforms in the digital era and in consequence the ways in which they have taken on new forms that often disguise their true purpose. While children can begin the understand the nature and purpose of advertising from well before their teen years, when advertising is less overt and more subtle – as it often is in the promotional techniques used by brands in online social media and virtual environments – this can impede a child's ability to recognise what is going on. This book examines these phenomena and considers their implications for the future regulation of brand promotions.
Crawford Gribben
- Published in print:
- 2009
- Published Online:
- May 2009
- ISBN:
- 9780195326604
- eISBN:
- 9780199870257
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195326604.003.0007
- Subject:
- Religion, History of Christianity
This chapter describes the Left Behind phenomenon—its origins, content, sales, and media impact. It focuses on the reception of the Left Behind novels and on the critiques that have been variously ...
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This chapter describes the Left Behind phenomenon—its origins, content, sales, and media impact. It focuses on the reception of the Left Behind novels and on the critiques that have been variously advanced by secular liberals, Roman Catholics, Protestants, evangelicals, and fellow dispensationalists. This chapter will argue that the Left Behind brand has begun to fragment, and that the novels’ vast revenues and blockbuster status has ultimately undercut their depiction of the marginalization of true believers as the end of the age approaches. While the novels have massively popularized an older version of dispensationalism, their success has simultaneously ensured that its coherence cannot be maintained. The chapter notes the series of interesting similarities between the Left Behind novels and earlier evangelical prophecy novels, and concludes by arguing that this genre consciousness allows the novels to be read as a barometer of evangelical cultural concerns.Less
This chapter describes the Left Behind phenomenon—its origins, content, sales, and media impact. It focuses on the reception of the Left Behind novels and on the critiques that have been variously advanced by secular liberals, Roman Catholics, Protestants, evangelicals, and fellow dispensationalists. This chapter will argue that the Left Behind brand has begun to fragment, and that the novels’ vast revenues and blockbuster status has ultimately undercut their depiction of the marginalization of true believers as the end of the age approaches. While the novels have massively popularized an older version of dispensationalism, their success has simultaneously ensured that its coherence cannot be maintained. The chapter notes the series of interesting similarities between the Left Behind novels and earlier evangelical prophecy novels, and concludes by arguing that this genre consciousness allows the novels to be read as a barometer of evangelical cultural concerns.
Crawford Gribben
- Published in print:
- 2009
- Published Online:
- May 2009
- ISBN:
- 9780195326604
- eISBN:
- 9780199870257
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195326604.003.0008
- Subject:
- Religion, History of Christianity
This chapter documents a range of evangelical responses to the sudden mainstreaming of prophecy culture in the aftermath of Left Behind. It describes some of the most important of these many ...
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This chapter documents a range of evangelical responses to the sudden mainstreaming of prophecy culture in the aftermath of Left Behind. It describes some of the most important of these many texts—those sharing the series’ branding and publisher, those prepared by the series’ authors with a different branding and publishers, those by other authors taking advantage of the popularity of apocalyptic narratives, and those written to counter the series’ claims. In particular, the chapter focuses on the challenge to Left Behind’s politics, and especially their representation of Israel and the Jews; their theology, including their exegesis and description of the rapture; and their challenge to the cognitive dissonance of the sudden mainstreaming of a system of belief that must maintain its marginality if it is to coherently survive. The chapter highlights the growing ambiguity about the immorality of violence.Less
This chapter documents a range of evangelical responses to the sudden mainstreaming of prophecy culture in the aftermath of Left Behind. It describes some of the most important of these many texts—those sharing the series’ branding and publisher, those prepared by the series’ authors with a different branding and publishers, those by other authors taking advantage of the popularity of apocalyptic narratives, and those written to counter the series’ claims. In particular, the chapter focuses on the challenge to Left Behind’s politics, and especially their representation of Israel and the Jews; their theology, including their exegesis and description of the rapture; and their challenge to the cognitive dissonance of the sudden mainstreaming of a system of belief that must maintain its marginality if it is to coherently survive. The chapter highlights the growing ambiguity about the immorality of violence.
James Simpson
- Published in print:
- 2011
- Published Online:
- October 2017
- ISBN:
- 9780691136035
- eISBN:
- 9781400838882
- Item type:
- chapter
- Publisher:
- Princeton University Press
- DOI:
- 10.23943/princeton/9780691136035.003.0006
- Subject:
- Economics and Finance, Economic History
This chapter looks briefly at the early history of champagne and the dramatic increase in production in the late nineteenth century. Champagne producers were the most successful of all producers in ...
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This chapter looks briefly at the early history of champagne and the dramatic increase in production in the late nineteenth century. Champagne producers were the most successful of all producers in establishing brand names, informing consumers of wine quality, and associating the drink with the needs of the rapidly changing lifestyles of the middle and upper classes in rich urban societies during the nineteenth century. The chapter also considers the organization of the commodity chain favoring the champagne houses over British retailers, the response of the champagne houses and small growers to the phylloxera crisis, and the collapse of local production and importation of large quantities of outside wines after 1906. In the end, despite the crisis, the champagne producers were still more successful than those in other wine regions in controlling the quality of their product.Less
This chapter looks briefly at the early history of champagne and the dramatic increase in production in the late nineteenth century. Champagne producers were the most successful of all producers in establishing brand names, informing consumers of wine quality, and associating the drink with the needs of the rapidly changing lifestyles of the middle and upper classes in rich urban societies during the nineteenth century. The chapter also considers the organization of the commodity chain favoring the champagne houses over British retailers, the response of the champagne houses and small growers to the phylloxera crisis, and the collapse of local production and importation of large quantities of outside wines after 1906. In the end, despite the crisis, the champagne producers were still more successful than those in other wine regions in controlling the quality of their product.
John Kay
- Published in print:
- 1995
- Published Online:
- November 2003
- ISBN:
- 9780198289883
- eISBN:
- 9780191718205
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/019828988X.003.0006
- Subject:
- Economics and Finance, Microeconomics
The second primary distinctive capability is ‘Reputation’, as it is the most important commercial mechanism for conveying information. Reputation can be costly to build, yet once established, it can ...
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The second primary distinctive capability is ‘Reputation’, as it is the most important commercial mechanism for conveying information. Reputation can be costly to build, yet once established, it can yield substantial added value, particularly in markets where the quality of the product is immediately observable.Less
The second primary distinctive capability is ‘Reputation’, as it is the most important commercial mechanism for conveying information. Reputation can be costly to build, yet once established, it can yield substantial added value, particularly in markets where the quality of the product is immediately observable.
Karl Gerth
- Published in print:
- 2012
- Published Online:
- September 2012
- ISBN:
- 9780199646210
- eISBN:
- 9780191741630
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780199646210.003.0009
- Subject:
- Economics and Finance, South and East Asia
In this chapter, an aggressive form of Chinese economic nationalism is examined. It documents how since the early 1990s economic nationalism in China has evolved away from orthodox economic ...
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In this chapter, an aggressive form of Chinese economic nationalism is examined. It documents how since the early 1990s economic nationalism in China has evolved away from orthodox economic nationalist concerns about protecting the home market from foreign products, services, and capital toward owning and managing domestically and internationally competitive brands. The discussion shows that this transition is not accidental but is an explicit goal of current Chinese state policy. Joining WTO meant that China has had to comply with new trade rules liberalizing its markets for goods and services. Intuitively, this implies the demise of economic nationalism, something that is part of a “flat world” wherein borders and nationalities finally surrender to competitive advantage. However, the chapter demonstrates quite the opposite: that the obligations of WTO membership have actually helped push China toward a newer, more sophisticated form of economic nationalism, namely, branding.Less
In this chapter, an aggressive form of Chinese economic nationalism is examined. It documents how since the early 1990s economic nationalism in China has evolved away from orthodox economic nationalist concerns about protecting the home market from foreign products, services, and capital toward owning and managing domestically and internationally competitive brands. The discussion shows that this transition is not accidental but is an explicit goal of current Chinese state policy. Joining WTO meant that China has had to comply with new trade rules liberalizing its markets for goods and services. Intuitively, this implies the demise of economic nationalism, something that is part of a “flat world” wherein borders and nationalities finally surrender to competitive advantage. However, the chapter demonstrates quite the opposite: that the obligations of WTO membership have actually helped push China toward a newer, more sophisticated form of economic nationalism, namely, branding.
