Branded personal identity through consumer products /
This program updates the philosophy of branding, a practice that has evolved to define personal identity through a product line, a lifestyle, or simply a concept. Cultural anthropologist Ted Polhemus explains the theory of branding and its evolution in the global marketplace. Nicolas Hayek, CEO of S...
| Other Authors: | Films for the Humanities & Sciences (Firm), Infobase., SND Films. |
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| Format: | Video |
| Language: | English |
| Published: |
New York, N.Y. :
Infobase,
[2006], c1998.
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| Physical Description: |
1 streaming video file (42 min.) : sd., col., digital file. |
| Subjects: |
| Summary: |
This program updates the philosophy of branding, a practice that has evolved to define personal identity through a product line, a lifestyle, or simply a concept. Cultural anthropologist Ted Polhemus explains the theory of branding and its evolution in the global marketplace. Nicolas Hayek, CEO of Swatch, uses his company's success story to discuss the emotional nature of buying-and buying into-a brand. The indie skateboard entrepreneurs of Girl & Chocolate describe their brand as representative of a lifestyle. And the advertising duo who created "do," a brand with a lot of attitude but no products, look at brands as a form of personal statement that replaces worn-out cultural identity tags such as political affiliation. |
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| Item Description: |
Encoded with permission for digital streaming by Infobase on Sept. 23, 2006. Films on Demand is distributed by Infobase for Films for the Humanities & Sciences, Cambridge Educational, Meridian Education, and Shopware. Brands and Lifestyle Identities (4:46) -- Personal Identification With Brands (5:22) -- Small Company/Direct Marketing (4:49) -- Brand Consciousness in a Global Economy (4:49) -- Innovative Brand Concepts (4:59) -- Marketing Creativity and Independent Brands (3:44) -- Personal Identities and Brands (5:20) -- Brands With Social Consciousness (2:33) -- Branding in the Global Village (3:03) Access requires authentication through Films on Demand. This program updates the philosophy of branding, a practice that has evolved to define personal identity through a product line, a lifestyle, or simply a concept. Cultural anthropologist Ted Polhemus explains the theory of branding and its evolution in the global marketplace. Nicolas Hayek, CEO of Swatch, uses his company's success story to discuss the emotional nature of buying-and buying into-a brand. The indie skateboard entrepreneurs of Girl & Chocolate describe their brand as representative of a lifestyle. And the advertising duo who created "do," a brand with a lot of attitude but no products, look at brands as a form of personal statement that replaces worn-out cultural identity tags such as political affiliation. 9 & up. Mode of access: Internet. System requirements: FOD playback platform. |
| Physical Description: |
1 streaming video file (42 min.) : sd., col., digital file. |
| Format: |
Mode of access: Internet. System requirements: FOD playback platform. |
| Audience: |
9 & up. |
| Access: |
Access requires authentication through Films on Demand. |