Etymologically, object/ob-jectum means "what is opposed to us". Identification processes connecting individuals and corporations at a global level are turning "objects" into "belongings". Branding today means to manage collective fictions and to generate relevant corporate mythologies. Branding for Star Counters is a cross-disciplinary handbook for students, researchers and marcom professionals that investigates strategic communication with tools provided by anthropology, psychoanalysis, and cultural studies.

  • Date de publication : 29 septembre 2020
  • Broché - format : 13,5 x 21,5 cm • 272 pages
  • ISBN : 978-2-8066-3723-9
  • EAN13 : 9782806637239
  • EAN PDF : 9782806651990

Alexandra Craciun is professor of advertising and postmodernism at the University of Bucharest.

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