Brand.New

The proliferation of brand names fills our visual world and affects our daily lives. From soft drinks to couture fashion, the power of the brand to influence tastes and preferences is undeniable. This innovative book, published to coincide with a major exhibit at the Victoria and Albert Museum, takes a challenging but entertaining look at international consumer culture. Ranging across fashion, design, and media, Brand.New sets out provocative debates about brands, design, and our consumer habits. How are brand identities constructed? How do designed goods reflect or reinforce the brand message? How do different cultures and communities respond to so-called global brands such as McDonald's and Coca-Cola? Critics, historians, anthropologists, sociologists, and designers, as well as voices from the business world, offer a wide spectrum of opinion on subjects from shopping in China to the branding of personality. In thought-provoking essays, they map out the economics and business of branding; look at personal and social identities in a global, commodified world; investigate the shopping experience from mall to web site; and argue for a "critical consumption," raising ethical and social questions for both brand and consumer. Twenty feature spreads on a variety of logos and advertising images in addition to over 200 color illustrations--united by a sophisticated design--complement the engaging writing. They present snapshots of retail, branding, and consumer behavior from around the world. Essential for all students and observers of modern culture, this invaluable survey of our consuming ways will particularly appeal to those interested in advertising, design, and fashion. The contributors are Paola Antonelli, Patrick Barwise, Russell Belk, Aaron Betsky, Andrew Bolton, Rachel Bowlby, Alison Clarke, Charlotte Cotton, Andrea Dunham, Kent Grayson, Helen Jones, Guy Julier, Celia Lury, Sharon Kinsella, Jane Pavitt, Renzo Rossi of the fashion label Diesel, Gareth Williams, and Jonathan Woodham.

Table of Contents:
Acknowledgements 7 Notes on Contributors 8 1. IN GOODS WE TRUST 18 Signature Value by Paola Antonelli 52 A Brand New Britain? by Jonathan Woodham 56 Branding = Distinctive Authenticity by Stefano Marzano 58 Brand Associations through Advertising by Charlotte Cotton 60 Diesel - For Successful Branding? by Jane Pavitt 64 Wolf Brands in Sheep's Clothing by Russell W. Belk 68 2. TIES THAT BIND: BRANDS, CONSUMERS AND BUSINESSES Patrick Barwtse, Andrea Dunham and Mark Ritson 70 Why Do We Buy Counterfeits? by Kent Grayson 98 Consumer Proactivity by Mark Ritson 102 Japanese High-School Girl Brand by Sharon Kinsella 104 At Home with the Joneses by Jane Pavitt 106 3. ALL THE WORLD'S A STORE: THE SPACES OF SHOPPING Aaron Betsliy 108 Packaging Petroleum by Helen Jones 144 From Object to Experience by Guy Julier 148 Great Mall of the People by Andrew Bolton 150 Supermarket Futures by Raehel Bowlby 152 4. BRANDING THE INDIVIDUAL by Jane Pavitt 154 Moving Things by Celia Lury 176 Thinking with Things by Celia Lury 178 Hello Kitty Gareth Williams 180 Brand Not-So-New Ahson Clarke 182 5. THE POINT OF PURCHASE? Gareth Williams 184 Notes 214 Bibliography 217 Credit Lines 220 Index 221

About the Author :
Jane Pavitt is University of Brighton/Victoria and Albert Senior Research Fellow.

Review :
Brand.New's balanced history yields two fundamental insights: First, that despite increasingly sophisticated methods of delivery, the basic messages of advertising and the core appeal of branded merchandise have changed little over the past century; and second, that over the same period, the prevalence of advertising and branded merchandise has exploded, penetrating into increasingly intimate corners of life. -- Jason Sholl Lingua Franca A coffee table book sprinkled with substantive essays ... There may seem to be something odd, decadent even, about so lavish a book filled largely with commercial imagery that many of us see every day. -- Thomas Hine Wilson Quarterly A collection of smart essays on how and why our culture is obsessed by brand-name goods. The surprise is that it's also a coffee-table book, whose essays are accompanied by 200 color plates of brands, stores, signs, and other examples of commercialism that look good enough to eat ... Brand.New is a sourcebook for consumer culture. -- Glen Helfand San Francisco Bay Guardian