Brands are mediators. It means that brands intercede the demand and \nsupply of products through the organisation, co-ordination and \nintegration of the use of information. We are said to live in a \u2018brand \nsociety\u2019 where brands have become a new way of organizing production and\n managing consumption. There are several possible actors influencing the\n symbolic message conveyed by a brand. Corporations, consumers as well \nas mediators (such as critics and agents) and the cultural industry are \nsuggested to be so-called \u2018co-authors\u2019 of significance. However the \nbranding process will be intertwined with already existing cultural \ncodes. Thus, it is implicit that culture will influence how the branding\n process develops and the brand interpretation. Understanding branding \nas a verb, that is taking interest in the process of branding, the \nproject focus questions such as: How do brands as an interface \nre-structure interaction between stakeholders? How do co-authoring of \nimportance take place and why? Wishing to include also the resonance of \nculture, politics and ideology in the analysis, the project design is a \ncomparative methodological approach. The cases are chosen for being \ngeographically close to Sweden but still a contrast culturally, such as \nRussia and Finland.<\/p>\n\n\n\n
The aim of the study is to scrutinize the making of brands by analysing the interactivity of crucial stakeholders that become co-authors, following interpretative and constructivist methodological traditions. The project includes three cases: 1) Internet, as a technology for exploiting and co-authoring a brand (cases Sweden\/Russia) 2) popular culture, illustrating literature as interactive in the process of branding (cases Russia\/Great Britain), and 3) politics\/ideology, revealing how ideals in society reason and resonate with the co-authoring of brands (cases Sweden\/Finland). <\/p>\n","protected":false},"featured_media":0,"parent":0,"menu_order":0,"template":"","class_list":["post-629","project","type-project","status-publish","hentry"],"acf":[],"yoast_head":"\n