Wilson, Jonathan A.J. (2012) Global brands and the globally branded: a new wave of hip hop grunge culture. Branding Magazine.

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Abstract

The exciting new wave of Global brand culture and consumerism embodies the modern-day phenomenon of collective individualism and hybrid personalities – which connects people across nationalities and ethnicities using the language of brands. This article highlights some of the key trends and offers further insight, from a branding and anthropological perspective.

Brands and national identity are on the tip of everyone’s tongues. They are language shapers and meaning creators. But with the rise of global brands, are we all starting to think, feel, speak and behave in the same way?

Item Type:	Article
Uncontrolled Keywords:	branding, youth culture, globalisation, social media, global brand consumption
Subjects:	H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:	Publisher Organisation
Last Modified:	14 Oct 2016 09:22
URI:	http://gala.gre.ac.uk/id/eprint/8846

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