Sociology 2172A/B Chapter Week 3: Sociology 2172A/B Chapter Week : Sociology 2172A/B Chapter : CCBA

• School: Western University
• Department: Sociology
• Course: Sociology 2172A/B
• Professor: Gale Cassidy

Document Summary

What is a brand: how branding works as a social process, they are created out of interactions between cultural producers and consumers. Brands and culture: mid-twentieth-century branding as cultural engineering spoke to people"s ideals, aspirations and desires about the modern good life, grew alongside the post-war middle-class boom who had a significant disposable income and time. Front-line staff: they have to look like the brand, they are required to engage with consumers in ways that perform the personalities of the brand. Cultural producers: these cultural producers deploy their identity and the attention they attract to embed the brand within their lifestyle and social networks. Consumers: brands engage consumers in the creation and circulation of brand message. Ethical brands and everyday life: consumers and citizens expect them to match up to the cultural and ethical claims they make, one consequence is a more ambivalent relationship between customers and brands.