Results for: Branding
Handbook of Anthropology in Business
Edited by Rita Denny and Patricia Sunderland
June 2014View Article >
The first major reference work on anthropology in business, includes chapters by more than 60 authors working in universities and corporate settings. The Handbook offers broad coverage of theory and practice and demonstrates the vibrant tensions and innovations that emerge at the intersections of anthropology and business and between corporate worlds and the lives of individual scholar-practitioners.
The Luminosity of the Local
EPIC2012 ProceedingsDownload File >
Conference Website This paper seeks to capture the local in Locavore — both its concrete and symbolic character. Locavore is a kind of nascent identity that emerges from constellations of social relationships, self-defining “food communities”, made up of consumers and farmers and chefs, and food writers and environmentalists of various stripes. These communities live in the blogosphere, tweets and other media as well as through face-to-face relationships and transactions. At their core are representations of the local — in foods, dishes, recipes, meals, places, and persons. Place-bound identities in some theoretically interesting ways transcend place. Drawing on classical anthropological theory and recent studies in cultural geography, we explore ways in which the local is invented and given representational power in the creation of face-to-face and digital communities. We address the implications for branding, marketing and for understanding the continued power of place-bound identities in the very constitution of digitized and globalized worlds.
Connections among People, Things, Images, and Ideas: La Habana to Pina and Back
Patricia Sunderland and Rita Denny
Consumption, Markets and Culture, September 2005.Download File >
This publication includes a video and print version of a photo essay of images taken in the fall of 2003. Through an analysis of the photographs, we tackle issues of representation, meaning creation and understanding — of marketplaces, consumption, brands, and culture.
The Social Life of Brands
Association for Consumer Research, Annual Meeting, Austin, 2001Download File >
This essay examines the social nature of brands. It presents an anthropologist's view of brands' dual nature as symbols and things. It provides a consumer focused framework for understanding brand value and identity.