Branded personal identity through consumer products

Films for the Humanities & Sciences (Firm) (Added Author). Films Media Group (Added Author). SND Films. (Added Author).

Summary: This program updates the philosophy of branding, a practice that has evolved to define personal identity through a product line, a lifestyle, or simply a concept. Cultural anthropologist Ted Polhemus explains the theory of branding and its evolution in the global marketplace. Nicolas Hayek, CEO of Swatch, uses his company's success story to discuss the emotional nature of buying-and buying into-a brand. The indie skateboard entrepreneurs of Girl & Chocolate describe their brand as representative of a lifestyle. And the advertising duo who created "do," a brand with a lot of attitude but no products, look at brands as a form of personal statement that replaces worn-out cultural identity tags such as political affiliation.

Record details

Physical Description: 1 streaming video file (42 min.) : sd., col., digital file.
remote
electronic resource (video)
Publisher: New York, N.Y. : Films Media Group, [2006], c1998.

Content descriptions

General Note:	Encoded with permission for digital streaming by Films Media Group on Sept. 23, 2006. Films on Demand is distributed by Films Media Group for Films for the Humanities & Sciences, Cambridge Educational, Meridian Education, and Shopware.
Formatted Contents Note:	Brands and Lifestyle Identities (4:46) -- Personal Identification With Brands (5:22) -- Small Company/Direct Marketing (4:49) -- Brand Consciousness in a Global Economy (4:49) -- Innovative Brand Concepts (4:59) -- Marketing Creativity and Independent Brands (3:44) -- Personal Identities and Brands (5:20) -- Brands With Social Consciousness (2:33) -- Branding in the Global Village (3:03)
Restrictions on Access Note:	Access requires authentication through Films on Demand.
Target Audience Note:	9 & up.
System Details Note:	Mode of access: Internet. System requirements: FOD playback platform.
Source of Description Note:	Title from distributor's description.