Göteborgs universitet

Brand Culture – hur konsumenter tolkar varumärken

Pressmeddelande   •   Apr 05, 2006 16:21 CEST

Pressinformation från Centrum för konsumentvetenskap (CFK):

Olika faktorer gör ett varumärke till en symbol – en symbol som ibland kan få andra betydelse bland konsumenter än vad som från början avsetts. I den nyligen utkomna boken Brand Culture granskas konsumenters sätt att tolka varumärken. Författaren Jonathan Schroeder, professor vid universitetet i Exeter, England är under april 2006 gästprofessor vid Centrum för konsumentvetenskap (CFK), Handelshögskolan vid Göteborgs universitet.

Brands occupy an increasingly prominent place in the managerial mind as well as the cultural landscape. Recent research has shown that brands are interpreted or read in multiple ways, prompting an important and illuminating reconsideration of how branding “works,” and shifting attention from brand producers toward consumer response to understand how brands create meaning. Cultural codes, ideological discourse, consumer’s background knowledge, and rhetorical processes have been cited as influences in branding and consumer’s relationships to advertising, brands and mass media. Consumers are seen to construct and perform identities and self-concepts, trying out new roles and creating their identity within and in collaboration with, brand culture. Largely missing from these insights, however, is an awareness of basic cultural processes that affect contemporary brands, including historical context, ethical concerns, and representational conventions. In other words, neither managers nor consumers completely control branding processes – cultural codes constrain how brands work to produce meaning.

This talk reveals how branding has opened up to include cultural, sociological, and theoretical enquiry, that both complements and complicates economic and managerial analysis of brand culture.

Jonathan Schroeder is Professor of Marketing at the University of Exeter, UK. He received his Ph.D. from the University of California, Berkeley, and pursued postdoctoral work in visual studies at the Rhode Island School of Design. He is an editor of the interdisciplinary journal Consumption Markets and Culture. His research focuses on the production and consumption of images and has been published widely in marketing, psychology, design, and anthropology journals. His book Visual Consumption (Routledge 2002) introduced an interdisciplinary, image-based approach to understanding consumer behavior. His most recent book is Brand Culture (Routledge 2006).

För mer information och kontakt med Jonathan Schroeder välkommen att höra av dig till:
Karoline Axelson
Centrum för konsumentvetenskap
Handelshögskolan vid Göteborgs universitet
Box 600
405 30 Göteborg
Telefon: 031-773 58 71
E-post: karoline.axelsson@cfk.gu.se