brand.new
Book

brand.new

Jane Pavitt
V&A Publishing, 2000
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автоматическое преобразование текста в аудио
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автоматическое преобразование текста в аудио

Editorial Rating

8

Qualities

  • Innovative

Recommendation

This visually stunning, insightful and clever book was published to coincide with a major exhibition of the same name at the Victoria and Albert Museum in London, England. The exhibit’s curator, Jane Pavitt, is also the book’s editor. She has selected essays on branding and its impact on consumers and culture that take a challenging look at the phenomenon of international consumerism and how it came to be. With its wonderful illustrations, including photos of products, advertisements and retail outlets spanning the entire 20th century, this richly detailed book will make a beautiful addition to any library, but is far too insightful to be relegated to a mere showpiece. So getAbstract recommends that you don’t stop with the pictures. Read this informative and often irreverent set of essays by critics, historians, scholars, designers and business experts. This exhibit packed between hard covers is an innovative way to view – and truly understand – the power of branding.

Summary

Branding

Brand names consume your visual world and affect your daily life with an undeniable power to influence tastes, preferences, ideas and behavior. Provocative debates continue regarding the global power of the proliferation of branding, including the branding of personalities. How are brand identities constructed? How are goods designed to reflect or reinforce their brand message? How do different cultures and communities respond to so-called global brands such as McDonald’s and Coca-Cola? Critics, historians, sociologists, designers and businesspeople weigh in with studies, observations, reports and commentary that show the pervasive influence branding - and consumer reaction to it - has on your personal, social, cultural and political landscape.

Consumerism and branding shape personal and social identity in this world of commodities where, "In Goods We Trust" might as well be the global motto. Branding is the process of attaching a name and a reputation to something or someone - yes, people can be thought of as brands, too. The most recognizable feature of a brand is a name, logo, symbol or trademark that denotes a product’s origin. A person, corporation or...

About the Author

Jane Pavitt is Senior Research Fellow at the Victoria and Albert Museum and the University of Brighton in England. She has written widely on aspects of design and design history, and has organized a number of major exhibitions. Ms. Pavitt edited brand.new and wrote two of its essays.

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