- Tytuł:
-
Marka jako obraz
Brand as an image - Autorzy:
-
Fiń, Anna
Karnaukh-Brożyna, Alla - Powiązania:
- https://bibliotekanauki.pl/articles/2118818.pdf
- Data publikacji:
- 2018
- Wydawca:
- Uniwersytet w Białymstoku. Wydawnictwo Uniwersytetu w Białymstoku
- Tematy:
-
image
local
reginal and national brand
Walter Lippman
constructionism
social creation of local brands - Opis:
- The presented article attempts to describe the local, regional and national brand in the terms of an image. The analysis is based on the assumption that an images are a significant interpretative framework of defining national and local brand. Reffering to the Walter Lippman’s concept of a “pictures in our heads” we try to drift away from the tradition of thinking about a local and national brand and open new way of its interpretation. The applied approach allows to define local/national brand as a) a mental image, something imagined, allegorical image of a city, country, product, which is created by the people (a social actors), which is shared, identified and longstanding and as b) a construct having a material strand. Based on gathered empirical materials the Authors describes the process of social creation of a local and national brand as well as distinguishes four main types of local brands/images: imposed images, long duration images, images for selling and brand mind map images.
- Źródło:
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Pogranicze. Studia Społeczne; 2018, 33; 83-108
1230-2392 - Pojawia się w:
- Pogranicze. Studia Społeczne
- Dostawca treści:
- Biblioteka Nauki
Artykuł