logo
logo
  • Research
  • Contact
  • Master Management of Creative Industries
  • Search
FREE PDF DOWNLOAD

Impact of social structural change on brands

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?


EditionNo. 4AuthorLenja LehnardMAMaster of ArtsYear2019DOWNLOADcreativeindustries.berlin

  • Prev
  • See all
  • Next

Contact

Dr. Malte Behrmann
Ganghoferstr. 4
12163 Berlin, Germany

Tel: +49 30 6521 44 80
Fax: +49 30 6521 44 64
E-Mail: info@creative-industries.berlin

Navigation

  • Research
  • Contact
  • IMPRINT
  • PRIVACY STATEMENT

Tag CLoud

Acquistion Strategies Apple Arcade Audio Design Bachelor Berlin BMVI Brandmeaning Brands Bundesförderung Business Platform Chicken Or Egg Problem Cloud Gaming Computerspieleförderung 2019 Computerspieleförderung 2020 Creative Creativeindustries Culturecapitalism Design Digital Products Future Of Gaming Game Immersion Game Music Gamesförderung Germany Google Stadia Human Cognition Human Computer Interaction Human Intuition Industrialcapitalism Master Thesis mci Microsoft X Cloud Networksociety Photo Singularity Sociallogicofthegeneral Sound Design Subscription Services User Acquisition User Experience User Research Valuechain Video Game Industry Video Games
© 2021 Creative Industries Berlin. All rights reserved