The Power of Brand Ownership

How do brands cultivate loyalty and influence consumer purchasing decisions? The Power of Brand Ownership explores the complex dynamics between branding and consumer identity within both the physical and digital realms that form our cultural landscape. Miriam J. Johnson uncovers a symbiotic relationship where brands serve not merely as navigational aids in a consumer's journey but also as integral components of self-identity and social projection, and the power that entails. Investigating the nuances of power shifts, brand authenticity, activism, and the gendered nature of consumption, Johnson asserts that brands are both influenced by and influencers of the cultural terrain they inhabit as well as the temporal contexts in which they interact. Theoretical frameworks articulate the fluidity of capital within the consumer-brand nexus whilst insightful case studies illustrate industry examples, revealing the shifting strategies employed by companies to make brands identifiable and desirable in the ever-changing cultural landscape.

• Emphasises the significance of consumer self-identity and self-projection, and how companies can use these phenomena to build brand capital
• Draws on the theoretical frameworks that underpin the concepts of branding, power and ownership including Bourdieu's concepts of capital and habitus, Foucault's archaeology and genealogy, and Butler's work on gender as performance
• Case studies from companies including Virgin Atlantic, Kate Spade, Burberry, and Change Please illustrate the theoretical concepts in action, enabling you to contextualise and apply complex ideas within relatable scenarios
• Key Points and Discussion Questions feature throughout the book facilitating effective learning and encouraging interactive engagement with the text