Wilson, Jonathan A.J. (2012) The culture of cultured branding – lessons from Aristotle. Other. Think Ethnic, London, UK.

Full text not available from this repository.

Abstract

Qualitative investigations, in the form of a 16 month Expert Delphi Study, elicited iterated views from an international panel of academics and practitioners. Findings assert that culture and brands have the ability to influence each other; and share strong human relationship bonds and allegorical likenesses. Furthermore, successful brand management requires a cultural approach and leaders, who can mediate dynamic and complex networks of brand stakeholder relations. It was concluded that understanding brands, culture and management have to take into account: context, space and time – as porous boundaries of transience and transcendence. A new, grounded theoretical framework for brand management was developed - which took its inspiration from Aristotle’s Praedicamenta.

Item Type:	Monograph (Other)
Additional Information:	[1] This whitepaper was posted on 14 August 2012.
Uncontrolled Keywords:	brand management, branding, brand theory, Aristotle
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 09:24
URI:	http://gala.gre.ac.uk/id/eprint/9848

Actions (login required)

View Item