The Corporate Brand: Toward an Anthropology of Branding

  • Louella Matsunaga
Part of the Translational Systems Sciences book series (TSS, volume 4)


This chapter summarizes and discusses some of the key themes in academic writing on branding since the 1990s, with a particular focus on anthropological approaches to the topic. Beginning with a brief overview of the historical background and recent transformations of the brand, it then goes on to look at branding in relation to community and identity, followed by a consideration of the politics of the brand and questions of resistance, subversion, piracy, and parody. The chapter concludes with a look at some possible definitions of contemporary branding and asks the questions: what can anthropology contribute to the understanding of branding, and why is branding of interest to anthropology?


Brand Personality Brand Community Anthropological Perspective Luxury Brand Global Brand 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Japan 2016

Authors and Affiliations

  1. 1.Department of Social SciencesOxford Brookes UniversityOxfordUK

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