This thesis seeks to understand the influence of the transformation of society from 20th century industrial capitalism towards postmodernism and cultural capitalism has had on brands. It examines changes that professional brand management has undergone in recent times in order to remain relevant for customers.
In the course of industrial capitalism towards cultural capitalism there has been a change from standardization and rationality to individualization, emotions, experience and “the special” in everyday life. To what extent have brands followed this development, what changes in structure, content and interaction resulted from it? And have brands, which fail to adapt, have any chance to survive in the market? By interviewing experts from German advertising and branding agencies, this thesis investigates to what extent the concept of singularization is already applied in brand practice and where possible gaps could still mean potential for brand management.
The following research question was developed for this purpose:
How is the transformation of society from the industrial capitalism of the 20th century towards a postmodern ‘cultural capitalism’ of the 21st century, reflected in the contemporary practice of brands and which aspects have been disregarded so far by brand practitioners?
