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The meaning of arts for brands: The example of the Austrian chocolatier Zotter - Couverture souple

Maute, Katharina

 
9783656384694: The meaning of arts for brands: The example of the Austrian chocolatier Zotter
Couverture souple
ISBN 10 : 365638469X ISBN 13 : 9783656384694
Editeur : Grin Verlag, 2013

Synopsis

Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, University of Southern Denmark (Marketing & Management), language: English, abstract: The aim of this case study is to carve out the multilayer role of art for creating zotter chocolate and zotter package design, and accordingly for the brand zotter. Therewith I would like to deepen our understanding of the diverse use/ commitment art can have for every day products like chocolate. To do so, I will handle zotter products as art-works. That means I will not consider art to transport a message, to copy reality or in other words to be an instrument for branding (as the classical branding literature does (cf. Lüddemann, 2007, p. 9 sqq.)), but as an "independent, [autonomous] creative meaning producer" (Lüddemann, 2007, p. 9). Thus I will undertake a thought-experiment by applying a cultural studies perspective to an everyday commodity. I will proceed as follows. Firstly I will define art with an eye to zotter products. The third chapter deals with the question what art means for zotter products. The first sub chapter is about art awarding its own characteristics to a product, namely innovation and prestige. In the second subchapter I discuss art which communicates meaning- and sense offers. This includes the assumptions that art could be a method to stimulate the customer's reflection, that art could constructs the customer's perception of reality, that art could connect contradictions and that art could create a multi-sensory experience. Subsequently I summarize what my findings mean for the brands image and the brand per se. Finally I close the paper with a short wrap up and a conclusion.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de la quatrième de couverture

Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, University of Southern Denmark (Marketing & Management), language: English, abstract: The aim of this case study is to carve out the multilayer role of art for creating zotter chocolate and zotter package design, and accordingly for the brand zotter. Therewith I would like to deepen our understanding of the diverse use/ commitment art can have for every day products like chocolate. To do so, I will handle zotter products as art-works. That means I will not consider art to transport a message, to copy reality or in other words to be an instrument for branding (as the classical branding literature does (cf. Lüddemann, 2007, p. 9 sqq.)), but as an ¿independent, [autonomous] creative meaning producer¿ (Lüddemann, 2007, p. 9). Thus I will undertake a thought-experiment by applying a cultural studies perspective to an everyday commodity. I will proceed as follows. Firstly I will define art with an eye to zotter products. The third chapter deals with the question what art means for zotter products. The first sub chapter is about art awarding its own characteristics to a product, namely innovation and prestige. In the second subchapter I discuss art which communicates meaning- and sense offers. This includes the assumptions that art could be a method to stimulate the customer¿s reflection, that art could constructs the customer¿s perception of reality, that art could connect contradictions and that art could create a multi-sensory experience. Subsequently I summarize what my findings mean for the brands image and the brand per se. Finally I close the paper with a short wrap up and a conclusion.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Grin Verlag
Date d'édition
2013
Langue
anglais
ISBN 10 
365638469X
ISBN 13 
9783656384694
Reliure
Broché
Nombre de pages
32
Coordonnées du fabricant
GRIN Publishing GmbH
info@grin.com

Waltherstraße 23
München
80337
Allemagne