Comme des Garçons
Brands: A Social Perspective
Lecturer: Jacob Östberg
School of Business
Individual take-home exam
a few June 2009
The latest paper covers how and why a certain brand capabilities as a cultural resource and how companies take advantage of this brand operating as a cultural resource. The brand name selected pertaining to the discussion is the Japanese fashion line Comme des Garçons. The paper can be divided into two parts. The first part defines the concept of ‘cultural resource' from the marketing perspective and prepares floor for the argumentation by simply referring specifically to the psychic readings from the study course literature. The second part provides short intro of the brand Telles des Garçons and argues how and how come it is a ‘cultural resource' based upon the training course literature and the cultural panorama of the brand. An analysis on the great things about the cultural branding of Comme des Garcons is included at the conclusion of each subsection. Theoretical construction
Brand researchers have argued for some time that there is a close website link between brands and culture. Schroeder and Salzer-Mörling (2006) maintain that brand is now increasingly essential in the cultural setting and this contemporary brands are inspired by simple cultural operations such as ‘historical context, ethical concerns, and consumer response' (p. 1). Schultz and Hatch (2006) state that business branding is a interconnection of image, vision as well as traditions and identity. Balmer (2006) also promises that the domains of tradition and logos ‘are inextricably linked' mainly because culture will help us to understand brands while through a strong lens of brands we are able to comprehend civilizations. Furthermore, Bengtsson and Östberg (2006) contend that a company is a widely constructed mark, created by simply multiple ‘authors' who load it with symbolic content material. Similarly, Uggla (2006) and Bergvall (2006) point out that brand creation is no internal method, but rather an interaction which has a network of multiple ethnic levels. In his cultural marketing model, Holt (2004) suggests that iconic brands functions just like cultural active supporters and workers, leading ethnic changes and possess ‘a ethnical halo effect', or a powerful myth that enhance the brand's values (p. 10). These brand researchers seem to suggest that brands and branding regularly appear in lifestyle. As such, in looking at a brand as a ethnical resource, it can be required to consider the cultural surroundings of that brand or the way the brand activates culture and just how culture envelops the brand. Because suggested simply by Schroeder and Salzer-Mörling (2006) in Company Culture, this kind of cultural resource/landscape of a brand includes company identity, manufacturer communities, contradictions and paradoxes of brands, branding values, multilevel manufacturer interaction, company meaning, marketing and sales communications, etc . The subsequent paragraphs will look at some of the aspects of manufacturer landscape which will deem suited to the discussion from the chosen company – Telles des Garçons.
Kapferer brands brand id as the brand's ‘innermost substance'. There are several approaches to company identity. A functionalistic point of view on identity suggests that the manufacturer strategist will need to define manufacturer identity and communicate this kind of to customers in order to stimulate a brand graphic that is consistent with the brand's identity. A number of college students, however , criticize this conventional view on manufacturer identity arguing that it fails to take into account customers' active settlement of brand which means. These analysts assert which the process of understanding brand identity is certainly not the task of the brand strategist, rather is co-produced with consumers and other stakeholders. Csaba and Bengtsson (2006) believe that company identity has to be understood inside the broader circumstance of sociable and ethnic identity. Likewise, Castells brands identity since the process of development of meaning based on a set of cultural attributes,...
References: Balmer, J. Meters. T. (2006), " Corporate and business brand cultures and communities”, in Brand Culture, L. E. Schroeder and Meters. Salzer-Mörling (eds. ) (2006), London & New York: Routledge
Bergvall, H. (2006), " Brand environments: multilevel manufacturer interaction”, in Brand Lifestyle, J. At the. Schroeder and M. Salzer-Mörling (eds. ) (2006), Greater london & New york city: Routledge
Darkish, S. (2001), " Torment Your Customers (They'll Love It), Harvard Organization Review, Oct 2001, 83-88
Brown, S., Kozinets, Ur. V
Holt, D. B. (2004), How Brands Become Icons: The Principles of Social Branding, Boston, MA: Harvard Business School.
Schroeder, L. E. and Salzer-Mörling, Meters. (eds. ) (2006), Company Culture, London & New York: Routledge
Skov, L. (1996) " Products, Japonisme and Postmodernism”, Theory, Culture & Society, Vol. 13 (3), 129-151
[ 4 ]. 1997, cited in Csaba and Bengtsson 2006
[ 5 ]