Wilson, Jonathan (2015) Brand propaganda, its religious roots, and a rise from the east? BRIC Plus.

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Abstract

Western brands, advertising agencies, marketing professors, brand gurus, and celebrities dominate Global rankings; and English is the lingua franca of global business.

Inevitably, this means that success for ‘the rest’ is judged next to that of the West. A further by-product of this is the framing of brands according to Western Christian values.

Bringing religion into branding may seem like a strange assertion, but when you consider the use of terms such as icons, avatars, and brand worship; the more recent rise in prominence of Halal and Islamic finance; and not to mention how religion is being branded and proselytised through social media: then pairing of branding with religion is on the rise.

Item Type:	Article
Uncontrolled Keywords:	Global Branding, East, West, Religion, Brands, Culture, Globalization, Globalisation, Islam, Buddhism, Advertising, Business
Faculty / School / Research Centre / Research Group:	Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	14 Oct 2016 09:37
URI:	http://gala.gre.ac.uk/id/eprint/14846

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