Brands are everywhere: in the air, on the high-street, in the kitchen, on television and, maybe even on your feet. But what are they?
The brand, that point of connection between company and consumer, has become one of the key cultural forces of our time and one of the most important vehicles of globalization. This book offers a detailed and innovative analysis of the brand
Illustrated with many examples, the book argues that brands:
* mediate the supply and demand of products and services in a global economy
* frame the activities of the market by functioning as an...

This volume proposes a set of new approaches for the empirical investigation of the contemporary world. Building on the increasing importance of methodologies that cut across disciplines, it explains the utility for social and cultural research of 'devices' including the list, the pattern, the event and the anecdote.

Social and cultural research has changed dramatically in the last few years in response to changing conceptions of the empirical, an intensification of interest in interdisciplinary work, and the growing need to communicate with diverse users and audiences. Methods texts, however, have not kept pace with these changes.

This volume provides a set of new approaches for the investigation of the contemporary world. Building on the increasing importance of methodologies that cut across disciplines, more than twenty expert authors explain the utility of 'devices' for social and cultural...

This book explores the way an individual's position in social groups structured by class, gender, race and age affects the nature of his or her participation in consumer culture.

First published in 1991. Routledge is an imprint of Taylor & Francis, an informa company.