The Power of Brand Ownership

Book Details

• Author: Miriam J. Johnson

• Brand: Cambridge University Press

• Binding: Paperback

• ISBN: 9781009538381

• Pages: 279

• Release Date: 23-01-2025

• Package Dimensions: 9.0 x 6.0 x 0.6 inches

• Languages: English

About the Book

"The Power of Brand Ownership" by Miriam J. Johnson delves into the intricate relationship between branding and consumer identity, exploring the profound influence that brands have on purchasing behavior and self-perception in both the physical and digital worlds. Through this lens, Johnson examines how brands are not just consumer guides but integral parts of personal identity and social status.

Key Themes:

• Branding and Consumer Identity: Johnson highlights the symbiotic relationship between consumers and brands, showing how brands influence self-identity while being shaped by the cultural and social dynamics they engage with.

• The Dynamics of Power: The book uncovers the shifting dynamics of power between brands and consumers. It examines how brands, through their marketing and presence, affect consumer behaviors and perceptions, while also acknowledging how consumers shape brands through their identities, beliefs, and activism.

• Brand Authenticity and Activism: A central theme is the authenticity of brands and the activist stance many brands now adopt in response to changing consumer values. The book explores how consumers expect brands to align with their values, thus driving changes in how brands project their identity.

• Gendered Nature of Consumption: Johnson addresses the gendered aspects of consumption, revealing how marketing strategies often target specific demographics and how brands can either reinforce or challenge gender norms.

• Cultural and Temporal Contexts: The book considers how brands operate within cultural contexts and temporal shifts, acknowledging that the meaning and appeal of a brand can change depending on societal trends and historical moments.

• Theoretical Frameworks and Case Studies: The book applies theoretical frameworks to understand the fluidity of capital in the consumer-brand relationship. Through case studies, the book illustrates how companies adapt their strategies to remain relevant and desirable in the face of ever-evolving consumer expectations and cultural trends.