Skip to main content Accessibility help

We use cookies to distinguish you from other users and to provide you with a better experience on our websites. Close this message to accept cookies or find out how to manage your cookie settings.

Close cookie message
×
  1. Home
  2. Search

Refine search

Refine search

Access:
Content type:
Publication date:
Apply   From and To filters
Subject: Show more
Journals Show more
Publishers: Show more
Societies Show more
Series: Show more
Collections: Show more

Actions for selected content:

Select all | Deselect all
  • View selected items
  • Export citations
  • Download PDF (zip)
  • Save to Kindle
  • Save to Dropbox
  • Save to Google Drive

Save Search

You can save your searches here and later view and run them again in "My saved searches".

Please provide a title, maximum of 40 characters.
Cancel
×

1 results

  • 3 - Brand Capital, Perspective, and Power

  • Miriam J. Johnson, Oxford Brookes University
  • Book:
    The Power of Brand Ownership
    Published online:
    14 January 2025
    Print publication:
    23 January 2025, pp 43-62

  • Summary

    This chapter focusses on the role of brands in shaping cultural intelligibility and consumer identity. It illustrates how brands, beyond their commercial role, embody cultural categories and stabilise societal norms. Brands are seen as multifaceted entities, serving as signs and symbols within a media-rich consumer environment. In exploring the company, consumer, and societal perspectives, this chapter presents an integrated approach to understanding the intricate relationship between brands and their audiences. This approach considers the complex milieu in which brands operate and the subjective realities constructed through social interactions in the habitus in branding, reflecting on how brands and consumers develop dispositions influencing social expectations. The dynamics of capital are highlighted in the exchange of economic, social, cultural, and symbolic capital, wherein power, often veiled in accepted cultural perceptions, is dissected as a subtle force that both brands and consumers wield.