CCT316H5 Lecture Notes - Lecture 10: Commodity Fetishism, Toms Shoes, Volkswagen

• School: UTM
• Department: Communication, Culture and Technology
• Course: CCT316H5
• Professor: Neil Narine

Document Summary

Cct316 lecture 10 (cid:862)lo(cid:448)e marks(cid:863) a(cid:374)d bra(cid:374)di(cid:374)g. Ad: (cid:894)nike (cid:858)red(cid:859)(cid:895) so(cid:272)(cid:272)er (cid:271)all do(cid:374)(cid:859)t (cid:449)a(cid:374)(cid:374)a (cid:272)o(cid:373)pete (cid:449)ith a(cid:374)other (cid:272)o(cid:373)pa(cid:374)(cid:455) o(cid:374) the (cid:271)asis pri(cid:272)e (cid:894)(cid:272)o(cid:374)su(cid:373)ers hsouldnt have to care how much it is they should just want it) How is brand value created? (post) modern branding: disney,nike, coca-cola. Ad: coca-cola red then drink coca-cola it relieves exhaustion. Brand = value (disney, deep emotional connections to the characters) Brands are meant to enable consumers to act, feel and be in a particular way through consuming the brand (cid:449)e (cid:271)e(cid:272)o(cid:373)e (cid:862)to(cid:455)ota people(cid:863) a(cid:374)d (cid:862)(cid:272)he(cid:448)(cid:455) people(cid:863) a(cid:374)d (cid:862)p(cid:272) people(cid:863) a(cid:374)d (cid:862)(cid:373)a(cid:272) people(cid:863) Brands work as platforms for action that enable the production of value: an experience, a shared emotion, a sense of community. The (cid:862)produ(cid:272)tio(cid:374): of (cid:448)alue here results, i(cid:374) part, fro(cid:373) our efforts as (cid:272)o(cid:374)su(cid:373)ers to create meaning with brands exampole: kraft, nestle, jfc, olympics, nike.