Identity and Brand Culture
Brand culture is a culture of illusive, virtual value creation —through a large palette of communicative stimuli it generates a sphere of putative hyper realities, through which boundaries between semi-fiction and reality are kept deliberately vague. In this way a brand can be ‘loaded’ with any content. Brands are avatars with unstable proxies. That is a quality, which brand owners explicitly use.
Today brand culture has become the global protocol and cross-cultural network standard for communication of neo-liberal society. Since a long time the deployment and the consumption of branding is not limited to the large multinational corporations, but is a widely adopted ideology and default mode of communication that is at work in almost every domain of society.
- Keywords: Branding, identity, consumption, virtual value creation, relationships, soft power, coercion, network power, nation branding, place branding, marketing, strategy, communication, …
- Links: DOSSIER Identity and Brand Culture
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