A consumer society - A branded world
3 important questions on A consumer society - A branded world
Why can brand-communities arise? (5 reasons)
- Social identity
- Social networking
- Engagement
- Impression management (to others)
- Brand use = learn
What is the experience economy?
Increasing (historical shift: service => experience) through differentiating the experience
What are the 6 features of postmodernism?
- Fragmentation (products => specialized variations)
- De-differentiation (coca cola museum)
- Hyperreality (Disneyworld)
- Chronology; nostalgia.(retro brand)
- Pastiche. (non-novel book => novel book, vb: marketing novel)
- Anti-campaign campaign
Keywords: pluralism (existence of various truths, styles and fashions) and combining personal expression
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