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The culture of cultured branding – lessons from Aristotle

The culture of cultured branding – lessons from Aristotle

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

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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
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Last Modified: 14 Oct 2016 09:24

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