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The Economic Geography of Brand Associations
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Social and Economic Geography.
2013 (English)Report (Other academic)
Abstract [en]

This paper discusses place-product brand associations as processes of symbolic value creation. Focus is on the place-product brand experience and, thus, on the symbolic value that emerges from non-material associations. According to the proposed theoretical and methodological framework, symbolic value is traceable within the ´underworld of affect´ boosted by the place-product experience.The case of Vespa-Rome brand association enacted through the experiential platform of the movie Roman Holiday, is analysed. From an historical perspective, this paper identifies a process of symbolic capital accumulation occurring within an ecology of associated brands (i.e. place, product,media), thus suggesting an expanding geography of brands and branding that includes both ´material´and ´non-material´ brand associations.

Place, publisher, year, edition, pages
Uppsala: CIND Centre for Research on Innovation and Industrial Dynamics , 2013. , 26 p.
Series
CIND research paper, 2013:2
Keyword [en]
Place brand, product brand, experience, symbolic value, symbolic capital, non-representational theory
National Category
Economics and Business Social and Economic Geography
Research subject
Social and Economic Geography; Business Studies
Identifiers
URN: urn:nbn:se:uu:diva-211079OAI: oai:DiVA.org:uu-211079DiVA: diva2:665281
Available from: 2013-11-19 Created: 2013-11-19 Last updated: 2013-11-20Bibliographically approved

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CIND2013-2(1588 kB)981 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf