Brand Theory Paper

Powerful Essays
CM 502
Brands & Belief
Brand Theory Paper

3. Explain the importance of interactivity for contemporary brand management. Refer to Arvidsson. What does he mean by this? How is brand design linked to new media? If you wish, relate to the notion of interface in Lury.
First of all, in accordance with the question: the paper will be delving into selected chapters of Adam Arvidsson 's book Brands: Meaning and Value in Media Culture and exploring other texts from Lury, Danesi and others in context with the question.
Arvidsson points out the importance of interactivity for contemporary brand management. In essence, one can apply it as a form of 'surplus ' as he puts it, a surplus or 'ethical ' surplus that has to be produced or extracted from the consumer consequently one that the consumer should ideally produce to become engulfed by a brand. Arvidsson talks about how "[...] brand management is still essentially about putting public communication to work in ways that either add to or reproduce the particular qualities that the brand embodies [...] Indeed, this has become even more central [...] contemporary brand management [...] establish {es} a relationship with consumers" (Arvidsson, 2006: 67). Therefore, to him consumer relations have now become very central in contemporary brand management and thus have inevitably lead to forms of interactivity, moreover, brands are accommodating and pursuing this interactivity in their strategies. Thus according to Arvidsson: one can say that contemporary brand management works by "[...] providing an ambience in which people are enabled or encouraged to produce themselves as members of the organization, and thereby produce the organization itself" (2006: 88). In the context of globalization and brands, does this tie into Giddens ' notions of meaninglessness in globalization? " [...] pervasiveness of abstract systems. Day-to-day life becomes more calculable than it was in most pre-modern contexts. Calculability is



Bibliography: Arvidsson, A., Brands: Meaning and Value in media culture (2006) Giddens, A., Modernity and Self-Identity: Self and Society in the Late Modern Age (1991) Danesi, Marcel., Brands (2006) Lury, Celia., Brands: The Logos of the Global Economy (2004) Riezebos, H.J., Brand Management Kapferer, Jean-Noel., New Strategic Brand Management Keller, Kevin Lane., Strategic Brand Management Amin, Samir., Capitalism in the age of Globalization Klein, Naomi., No Logo: No Space, No Choice, No Jobs (2002)

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