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In Brand Society, Martin Kornberger offers a thought-provoking analysis of a phenomenon that is both omnipresent and critically underexplored. The book delves into the idea that brands, so frequently exploited for their commercial value, have not yet been subject to an equally deep exploration that reveals their transformative power. Kornberger bridges the gap between the business view of brands as essential tools for marketing and management and the sociological perspective that sees them as byproducts of consumer culture. By drawing on an array of practical case studies spanning diverse organizations, the book illustrates how brands operate as intermediaries between producers and consumers. This integrated approach not only reshapes production and consumption patterns but also has a profound impact on the lifestyles of individuals and the structures of organizations. Brand Society thus reveals how brands are driving a new way of organizing both the creation and consumption of goods and ideas in contemporary society.
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