BRANDS AND BRANDING CULTURE.

The following content is used only for study purpose of ALC202 week seven

Christine Harold, ā€œBrand you!: the business of personal branding and community in anxious timesā€, in Matthew and West McAllister (eds.), The Routledge companion to advertising and promotional culture, Routledge, New York, 2013, pp 341-56.

Ā 

  1. In her assessment of personal branding, Harold locates the phenomenon as both symptom of and response to neoliberalism and the chronic precarity of the contemporary globalized labour market. What arguments does she profile in this context?Harold locates personal branding as both symptom of and response to neoliberalism and the chronic precarity of the contemporary globalized labor market. In her article, ā€œBrand you: the business of personal branding and community in anxious timesā€, she argues that the form of liberalism, which has been created to favor free-market capitalism is the major cause for the need to create personal brands. She also claims that precarity is some sort of freedom, both for the old and young generation. The evolution of free market capitalism over time has caused the need to create a single identity for goods and services, thus causing the public to relate more to the brand. The author, thus concludes that personal branding is a sign and result of neoliberalism and globalization of the market.
  1. Harold identifies three core themes in her survey of commentary on ā€œpersonal brandingā€. What are these themes and how do they articulate the core social values and belief structures of neoliberalism and promotional culture?Harold identifies personality, culture and concept as the themes. Culture articulates social values in every way there is since it is what people believe in and are used to. Erosion of the ancient kind of market liberation takes long. That explains the hesitance to embrace neoliberalism by society. Concept contains the ideas in discussion, especially those under development. Personality is the heart of personal branding, thus all the three themes discussed articulate social values in one way or the other.Ā 
  1. Not surprisingly, personal branding has engendered a substantial critical backlash. What are some of the arguments against personal branding surveyed in the reading?Arguments against personal branding claim that one does not possess a single identity for the entire package. Most agree that it is one of the best advertising agents, yet it overlooks all other qualities possessed by the individual. The author also argues that individuals who have created a personal brand, either for their goods, services or personality in general tend to focus on their social context. The rest makes less meaning over time.
  2. In an effort to move beyond a wholesale critical rejection of personal branding, Harold advances a revisionist reading of it in terms of the classical concept of ā€œethosā€. How does she develop this argument?She develops the argument in an ethical manner, bringing out personal branding as a matter of choice and its ethical significance in the society. This way she moves past the critical rejection of personal branding, focusing on the effect on an individual.

Celia Lury and Liz Moor, ā€œBrand Evaluation and Topological Cultureā€ in Aronczyk, Melissa, and Devon Powers, Blowing up the brand: critical perspectives on promotional culture, popular culture and everyday life.

  • Lang, New York, 2010, pp. 29-52.

Ā 

    1. Lury and Moor assert that ā€œmechanisms for measuring brand value are central to the operation of brands and branding in contemporary societiesā€ (30). Why and how they argue for this claim?Lury and Moor argue that in the contemporary societies, most systems calculate the value of brand as a quantitative measure instead of analyzing qualitative features. They facilitate quantitative calculations, which in turn greatly affect their policies and decisions. They claim that the strategy of creating value is highly related to the mechanism of measuring value.
    2. Lury and Moor offer a useful overview of the ā€œchanging roleā€ of brands and branding in socio-economic contexts. What are the central features of contemporary branding they identify?The authors note the features of providing revenue for licensing and franchising, the role played by brands in driving mergers and acquisitions, and designing the corporate strategy and joint ventures. They also identify contemporary features such as those in marketing and the importance to actively utilize new technology in creating a brand.
    3. The authors also assess a range of methods and approaches for ā€œvaluing brandsā€ with a particular emphasis on the model developed by Interbrand. What is this model and how has it evolved in newer forms of brand valuation?The model developed by interbrand was for the purpose of developing an in-depth analysis of a particular brand and analyze its contribution in business. Over time, the model has proved to be more accurate in terms of results of brand valuation.
    4. They suggest that these various methods of brand measurement are indicative of a broader space of topological rationality or culture. What do they mean here?They claim that these various methods of brand measurement are indicative of a broader space of topological rationality or culture to mean that the development of various models has been to suite to suite the different cultures of people. Various methodologies have evolved depending on peopleā€™s needs.

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