The Economic Geography of Brand Associations
2013 (English)Report (Other academic)
This paper discusses place-product brand associations as processes of symbolic value creation. Focus is on the place-product brand experience and, thus, on the symbolic value that emerges from non-material associations. According to the proposed theoretical and methodological framework, symbolic value is traceable within the ´underworld of affect´ boosted by the place-product experience.The case of Vespa-Rome brand association enacted through the experiential platform of the movie Roman Holiday, is analysed. From an historical perspective, this paper identifies a process of symbolic capital accumulation occurring within an ecology of associated brands (i.e. place, product,media), thus suggesting an expanding geography of brands and branding that includes both ´material´and ´non-material´ brand associations.
Place, publisher, year, edition, pages
Uppsala: CIND Centre for Research on Innovation and Industrial Dynamics , 2013. , 26 p.
CIND research paper, 2013:2
Place brand, product brand, experience, symbolic value, symbolic capital, non-representational theory
Economics and Business Social and Economic Geography
Research subject Social and Economic Geography; Business Studies
IdentifiersURN: urn:nbn:se:uu:diva-211079OAI: oai:DiVA.org:uu-211079DiVA: diva2:665281