Marketing Brands

  • Arthur Asa Berger


Here we consider the way brands are marketed, the relation between socio-economic class and brands, how millennials relate to brands, the VALS (values and lifestyles) typology, which advertisers use to gain insights into their target audiences, and the role of marketing in consumer cultures. The chapter concludes with a discussion of the growth in the availability of objects to be consumed and with a discussion of “lifestyle” in contemporary consumer societies.


Marketing Socio-economic class VALS (values and lifestyles) Lifestyles 


  1. Featherstone, Mike. (1991). Consumer Culture and Postmodernism. London: Sage.Google Scholar
  2. Mitchell, Arnold. (1983). The Nine American Lifestyles: Who We Are & And Where We Are Going. New York, NY: Macmillan.Google Scholar
  3. Umiker-Sebeok, Jean. (Ed.). (1987). Marketing and Semiotics: New Directions in the Study of Signs for Sale. New York: Mouton de Grouter.Google Scholar

Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Arthur Asa Berger
    • 1
  1. 1.Department of Broadcast and Electronic Communication ArtsSan Francisco State UniversitySan FranciscoUSA

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