Cultural Branding

Quando, nel 1971, la Coca-Cola portò su una collina una moltitudine di ragazze e ragazzi e li fece cantare in coro, le persone capirono che era necessario unirsi per superare le divisioni che la terribile guerra allora in corso in Vietnam portava con sé. Con quel famoso spot l'azienda di Atlanta non stava tentando semplicemente di vendere una bibita esaltandone le caratteristiche, ma prendeva posizione mostrando la propria visione del mondo. Coca-Cola, Harley Davidson o Nike non vendono semplicemente prodotti, ma esprimono una narrazione che dialoga in modo ampio e profondo con il sistema culturale di un certo periodo storico, contribuendo a costruire e trasformare l'immaginario collettivo. Le persone sono alla ricerca di un sistema di valori con cui identificarsi molto di più di quanto non richiedano prodotti convenienti o servizi efficienti..

Branding is possibly the most powerful commercial and cultural force on the planet. Iconic names such as Coca-Cola, Nike, Manchester United, Harry Potter, and Google are known and recognized by millions of people worldwide. As the market economy spreads across the world, brands are becoming ever more prevalent. The Apple brand has been valued at $98 billion - more than the GDP of Slovakia. Every day, we're exposed to more than 3500 brand messages. And even though people are increasingly brand-aware and brand-sceptical, they are nevertheless seduced by brands. We may reject the whole brand system, but we still wouldn't be parted from our Apple Macs. Brands are impossible to escape.

This book introduces researchers, students and the general public to an intriguing phenomenon at the intersection of diverse fields: national branding. In particular, it uses representative cases particularly to show how China responded to major challenges, not only in the distant past, but also especially in our hectic age of national image construction. By pursuing an interdisciplinary, socio-historical approach, the book sheds new light on the role of cultural symbols in national image building. As such, readers will learn how China has exploited its “black-and-white” tradition – calligraphy and painting – in the construction of a national image.

Never before has a book been compiled on cannabis brands and the consumers they appeal to. Once an underground commodity, with legalization in more and more states and countries, cannabis is now marketed under a variety of national brands, each with its own unique approach to targeting consumers. The global legal cannabis market was valued at US$17.7 billion in 2019 and is expected to reach US$73.6 billion in 2027. Celebrities, athletes, politicians, and large corporations alike are investing and competing in this fast-paced industry.