Brand.New

By: Jane Pavitt ed

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Brand.New by Jane Pavitt ed
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V&A Publications: A&C Black, 2002. Published to coincide with a major V&A exhibition, brand.new takes a challenging look at consumer culture and the proliferation of brand identities at the beginning of the 21st century.<br>The idea of brand is central to contemporary society. Businesses, personalities, political parties and even nations 're-brand' themselves in order to influence public opinion. With the emergence of e-commerce, the status and value of well-established brands - many of which have been with us for a century or more - may well be challenged by a host of new brands. Today's brands promote themselves as more than just a logo, a slogan or a distinctive package, they promise to deliver a host of emotional benefits too. But what do we really think of the brands we buy?<br> Ranging across fashion, design and media, brand.new sets out provocative and entertaining debates about branding and consuming habits. <br>Essential reading for students, observers of modern culture, those with an interest in advertising, product design and fashion - and anyone who shops<p><p>. Paperback. New.

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