Brands: Markets, Media and Movements Sociology in Marketing Communication Prepared By Anna Nalbandyan Anastasia Kolesnikova

Introduction Markets and branding – Marketization: increasing role of and marketing –Mediatization: increasing role of media –Historical overview –Marketing revolution in 20 th century –Social Marketing

Media and branding – as icon – as a new way of organizing production and managing consumption –as a new media object –as a part of the mediatization of the economy

The idea of it to expressing something! What is brand? Why the global economy goes to mediation? The Product is made in a factory, the brand is bought by a consumer! Mediation includeds both marketization and mediatisation. Most common is “doing culture”- the combination of Marketization and Mediatisation on the example of Nike!

Historical overview of brand development From 1880 logos started to be used. In 1886 Medical drink COCA-COLA started to sell as a national drink. Started from 1960 there was a global marketing revolution- change from selling into satisfaction of customers’ needs. “Account planning” in advertisement process looked at the advertisement from the point of view of the customer.

Corporate branding and social marketing Not only marketing department but all the company is responsible for branding! The only unique thing of each brand is its stuff!!! Today social marketing is in relation with business and brands and brands must have some responsibility for society. Non-commercial organizations also work on their branding and get their benefits from it.

Media and branding iconic brand - Coca Cola, Budweiser, Nike, Jack Daniel’s - ‘cultural brands’ branding as new market device; brand is a new media object ‘informational capitalism’ - blurring of the distinction between ‘production’ and ‘consumption’ 7

Media and branding consumers are active and reflexive consumers are believed to be more concerned with finding meanings of their lives Nike fun-runs, Niketowns, PlayStation club nights with ‘theming’ arranging events, art events, trend scouting 8

Thank you for attention! 9