The revolutionary brand! Preliminary thoughts on the potential role of commercial brands in radical political change

Anker, T. (2014) The revolutionary brand! Preliminary thoughts on the potential role of commercial brands in radical political change. In: 9th Global Brand Conference, Hertfordshire, UK, 9-11 Apr 2014,

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Publisher's URL: http://www.herts.ac.uk/global-branding-conference

Abstract

This paper explores the potential active role of commercial brands in bringing about radical political change. Based on an analysis of three marketing campaigns launched during the Arab Spring, the paper identifies three forms of brand involvement in radical political change: active incitement to engagement in political activities; fertilisation of the idea of radical political change; positioning and inducement of political beliefs. The discussion elaborates on the differences between the three types of brand involvement in terms of agency, cognitive dimension and impact on self- concept. The paper concludes by addressing how brand involvement in radical political change may impact on individual citizens, societies and businesses.

Item Type:Conference Proceedings
Keywords:Global branding, political change, political incitement, political mindsets, commercial branding of political ideas
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Anker, Dr Thomas
Authors: Anker, T.
Subjects:H Social Sciences > H Social Sciences (General)
College/School:College of Social Sciences > Adam Smith Business School > Management

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