Moor, Liz. 2008. Branding Consultants as Cultural Intermediaries. The Sociological Review, 56(3), pp. 408-428. ISSN 0038-0261 [Article]

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Abstract or Description

Advertising agencies are frequently the focus of sociological studies investigating the ways in which commodities are imbued with meanings, and the impacts of these efforts on consumer activity. However, advertising agencies face increasing competition from other symbolic intermediaries, of which branding consultancies are some of the most successful. This paper explores the nature and significance of branding by focusing upon three key themes: first, its history and relationship to the design industry; secondly, its everyday practice and efforts to translate brand values into material, as well as visual, form; and thirdly, the forms of knowledge drawn upon in its decision-making processes, and their relationship to its broader power and influence. These themes are addressed through a combination of historical analysis and empirical material drawn from interviews with branding professionals, and are framed with reference to the literature on cultural intermediaries

Item Type:	Article
Identification Number (DOI):	https://doi.org/10.1111/j.1467-954X.2008.00797.x
Departments, Centres and Research Units:	Media, Communications and Cultural Studies Research Office > REF2014
Dates:	Date Event 2008 Published
Item ID:	5819
Date Deposited:	27 Sep 2011 12:25
Last Modified:	27 Jun 2017 14:46
Peer Reviewed:	Yes, this version has been peer-reviewed.
URI:	https://research.gold.ac.uk/id/eprint/5819

Available Versions of this Item

• Branding Consultants as Cultural Intermediaries. (deposited 14 Oct 2010 13:29)
  • Branding Consultants as Cultural Intermediaries. (deposited 27 Sep 2011 12:25) [Currently Displayed]

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