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Authentic TM
Author | : Sarah Banet-Weiser |
Publisher | : NYU Press |
Total Pages | : 280 |
Release | : 2012-10-15 |
Genre | : Political Science |
ISBN | : 0814787134 |
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While the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics.
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