Origination E-Book

Andy Pike

• Herausgeber: John Wiley & Sons
• Kategorie: Wissenschaft und neue Technologien
• Serie: RGS-IBG Book Series
• Sprache: Englisch

Seitenzahl: 489

Veröffentlichungsjahr: 2015

Beschreibung

Origination: The Geographies of Brands and Branding offers innovative theoretical and conceptual frameworks relating to the ways that actors create meaning and value in commodity brands and branding through processes of geographical association.

• Provides innovative conceptualization and theorization to facilitate an understanding of the geographical dimensions of brands and branding
• Challenges current interpretations of brands as vehicles of homogenization in globalization
• Establishes the theoretical and conceptual foundations of a more geographically sensitive approach through rigorous empirical examination of the under-researched geographical differentiation of commodity brands and branding
• Presents innovative new research and analysis of the socio-spatial biographies of the Newcastle Brown Ale, Burberry and Apple brands
• Forges strong new connections between political and cultural economy approaches within geography
• Provides a distinctive and incisive conceptual and theoretical framework capable of engaging other branded commodities and their branding in other times and places

Leseprobe

CONTENTS

Cover

Title page

Series Editors’ Preface

Acknowledgements

Permissions

List of Tables

List of Figures

Chapter One: Introduction

Introduction: Where are goods and services commodities from and why does it matter?

The origins of brands and branding

The rise of brands and branding

The missing geographies of brands and branding

The aims and organization of the book

Chapter Two: The Geographies of Brands and Branding

Introduction

Defining the brand and branding

The geographical in brands and branding

Geographical associations in brands and branding

Brands and branding in spatial circuits of meaning and value

Summary and conclusions

Chapter Three: Origination

Introduction

Geographical origin(s) and provenance

Beyond ‘

Country

of Origin’

The socio-spatial histories of brands and branding

Origination

Origination in clothing and tele-mediated services

Researching origination in the geographies of brands and branding

Summary and conclusions

Chapter Four: ‘Local’ Origination … Newcastle Brown Ale

Introduction

Producing the ‘local’ in Newcastle Brown Ale

Circulating the ‘local’ in Newcastle Brown Ale

Consuming the ‘local’ in Newcastle Brown Ale

Regulating the ‘local’ in Newcastle Brown Ale

Summary and conclusions

Chapter Five: ‘National’ Origination … Burberry

Introduction

Producing Britishness in Burberry

Circulating Britishness in Burberry

Consuming Britishness in Burberry

Regulating Britishness in Burberry

Summary and Conclusions

Chapter Six: ‘Global’ Origination … Apple

Introduction

Producing the ‘global’ in Apple

Circulating the ‘global’ in Apple

Consuming the ‘global’ in Apple

Regulating the ‘global’ in Apple

Summary and conclusions

Chapter Seven: Territorial Development

Introduction

Origination in territorial development

The potential of origination in territorial development

The limitations of origination in territorial development

Summary and conclusions

Chapter Eight: Conclusions

Introduction

Origination in the political and cultural economy of the geographies of brands and branding

The politics of origination

Origination and geographically uneven development

References

Index

End User License Agreement

List of Tables

Chapter 01

Table 1.1 Brand valuation methodologies, 2009 ($m)

Table 1.2 Top five marketing books on branding, 2012

Table 1.3 The world of brands and branding

Chapter 02

Table 2.1 ‘The brand box’

Table 2.2 Brand equity

Table 2.3 Interbrand/

Business Week

Ranking of ‘Top Global Brands’, 2005

Table 2.4 Geographical associations in brands and branding

Table 2.5 Distinctions in geographical associations

Table 2.6 Themes, characteristics, practices, elements and brand and branding examples of the geographical associations of brands and branding

Table 2.7 Scales of geographical associations in brands and branding

Table 2.8 Brand and branding actors

Chapter 04

Table 4.1 International brewing groups ranked by output, 2012–2013

Chapter 05

Table 5.1 Burberry Group, total revenue by area (£m), 2001–2009

Table 5.2 Burberry Group, total revenue by channel (£m), 2001–2009

Table 5.3 Burberry Group, total revenue by product (£m), 2001–2009

Table 5.4 Burberry Group, employment by area, 2004–2009

Chapter 06

Table 6.1 Preliminary Bill of Materials estimate for the 16 GB version of the iPhone 4, 2012

Table 6.2 Change in net sales by operating segment ($’000 s), 1992–2012

Chapter 07

Table 7.1 Scales of geographical associations in brands and branding and territorial development institutions

List of Illustrations

Chapter 01

Figure 1.1 HMS York.

Figure 1.2 ‘Platt’s Brand Raw Oysters’ and ‘Jackson Square Cigar – America’s Standard 5¢ Brand’.

Figure 1.3 Brand extension: Prada and LG mobile phone and Tesco Bank financial services.

Figure 1.4 Global advertising agencies by revenue (US$bn), 2010.

Figure 1.5 Number of articles with ‘brand’ and/or ‘branding’ in their title, 1969–2009.

Figure 1.6 Brands and branding in Brasilia, Brazil, and Novosibirsk, Russia.

Figure 1.7 ‘The Corporate States of America’.

Chapter 02

Figure 2.1 First Dynasty Egyptian wine jar, impressed with royal cylinder seal.

Figure 2.2 Price and product/image differentiation in commodity and branded markets.

Figure 2.3 Investment in intangibles in UK firms, 2004.

Chapter 03

Figure 3.1 ‘Hella – Quality made in Germany’.

Figure 3.2 Global value chain for the Boeing 787 Dreamliner.

Figure 3.3 Boeing’s ‘Manu-services’.

Figure 3.4 ‘The smile of value creation’.

Figure 3.5 Prada ‘Made in…’ labels.

Figure 3.6 ‘Just returning your call … to the UK’.

Chapter 04

Figure 4.1 Scottish and Newcastle Breweries in Britain, 2009.

Figure 4.2 ‘Newcastle Champion Brown Ale’ advert, c.1928.

Figure 4.3 ‘Newcastle Brown Ale’ label.

Figure 4.4 The Tyne Brewery, Newcastle upon Tyne, United Kingdom – ‘Home of Newcastle Brown’. Source: Author’s image, 2006.

Figure 4.5 Newcastle Brown Ale sales by geographical area, 1972–2007.

Figure 4.6 Newcastle Federation Breweries, Dunston, Gateshead, and NewcastleGateshead Initiative.

Figure 4.7 Newcastle Brown Ale ‘brandscape’ advertisement, United States, 2006.

Chapter 05

Figure 5.1 Core values of the Burberry brand.

Figure 5.2 The Burberry brand pyramid.

Figure 5.3 Burberry operations in Britain, 2010.

Figure 5.4 ‘Keep Burberry British’ campaign demonstration, Burberry Store, New Bond Street, London.

Figure 5.5 Burberry market positioning.

Figure 5.6 Burberry store locations, 2006.

Figure 5.7 Burberry Group PLC, total revenue and operating profits, 2001–2009.

Figure 5.8 Burberry Group PLC share price and FTSE100 index, 2002–2009 (2002=100).

Chapter 06

Figure 6.1 ‘Silicon Valley’.

Figure 6.2 Employment in Apple by type, 1994–2012.

Figure 6.3 Apple Net sales by year, 1990–2012.

Figure 6.4 Apple supplier headquarters by country, 2012.

Figure 6.5 Unit sales of iPod, iPhone and iPad (’000 s), 2002–2012.

Figure 6.6 Value capture in a Video iPod (30 G) as percentage of wholesale price.

Figure 6.7 Apple stores by country, 2012.

Figure 6.8 Net income by year, 1990–2012.

Figure 6.9 Apple share price and NASDAQ index, 1984–2013 (1984=100)

Figure 6.10 Indirect distribution channels, Shanghai, China.

Figure 6.11 Cultural diffusion of the Apple logo, Shanghai, China.

Chapter 07

Figure 7.1 ‘Somerset – The natural choice for business’.

Figure 7.2 Value chain creation and location.

Figure 7.3 ‘Designomics’, Seoul, South Korea.

Figure 7.4 Harris Tweed trademark and product label.

Figure 7.5 Sold in Harris, retail outlet, Tarbet, Isle of Harris.

Figure 7.6 Saffron label, Castilla la Mancha.

Figure 7.7 Kodak headquarters, Rochester, New York State.

Guide

Cover

Table of Contents

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RGS-IBG Book Series

For further information about the series and a full list of published and forthcoming titles please visit www.rgsbookseries.com

Published

Origination: The Geographies of Brands and BrandingAndy Pike

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Material Politics: Disputes Along the PipelineAndrew Barry

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Value Chain Struggles: Institutions and Governance in the Plantation Districts of South IndiaJeff Neilson and Bill Pritchard

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Geochemical Sediments and LandscapesEdited by David J. Nash and Sue J. McLaren

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Origination

The Geographies of Brands and Branding

Andy Pike

This edition first published 2015© 2015 John Wiley & Sons, Ltd.

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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher.

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Library of Congress Cataloging-in-Publication Data applied for.

C: 9781118556382P: 9781118556405

A catalogue record for this book is available from the British Library.

Cover image: © Michelle Wood

For my parents, Michelle, Ella and Connell

Series Editors’ Preface

The RGS-IBG Book Series only publishes work of the highest international standing. Its emphasis is on distinctive new developments in human and physical geography, although it is also open to contributions from cognate disciplines whose interests overlap with those of geographers. The Series places strong emphasis on theoretically informed and empirically strong texts. Reflecting the vibrant and diverse theoretical and empirical agendas that characterize the contemporary discipline, contributions are expected to inform, challenge and stimulate the reader. Overall, the RGS-IBG Book Series seeks to promote scholarly publications that leave an intellectual mark and change the way readers think about particular issues, methods or theories.

For details on how to submit a proposal please visit:www.rgsbookseries.com

Neil CoeNational University of SingaporeTim AllottUniversity of Manchester, UKRGS-IBG Book Series Editors

Acknowledgements

While books are individually authored, they are collective efforts. Thanks are due to many people who have helped the production of this book: Neil Coe, Series Editor, for his advice, encouragement and perceptive feedback on the first draft; the book proposal reviewers; the book draft manuscript reviewers; Jacqueline Scott at Wiley-Blackwell; the participants in the research undertaken for the book; Charlie Thompson for the research assistance; the British Academy for funding the research on Burberry and the research assistance of Angela Abbott, Pedro Marques and Jon Swords; the Economic and Social Research Council (ESRC) for funding and the NewcastleGateshead Initiative and, specifically, Tina Snowball for supporting the ongoing research on space and place branding and reputation and the work of Rebecca Richardson and Fraser Bell; Michelle Wood for the cover art; the editors and reviewers for journals where the formative ideas have been published, especially Roger Lee and David Rigby; Stuart Dawley, Danny MacKinnon, Phil O’Neill and John Tomaney for their comments on draft chapters; the participants and contributors to the seminars and conference sessions in Aalborg, Beijing, Boston, Edinburgh, Glasgow, Lisbon, London, Manchester, Newcastle, Nottingham and Sheffield where the ideas have been introduced, explored and refined – especially John Allen, Nicola Bellini, Andy Cumbers, Stuart Dawley, Andy Gillespie, Henrik Halkier, Ray Hudson, Alex Hughes, Guy Julier, Damian Maye, Kevin Morgan, Liz Moor, Cecilia Pasquinelli, Jane Pollard, Dominic Power, Ranald Richardson, Andrés Rodríguez-Pose and Henry Yeung; and colleagues at the Centre for Urban and Regional Development Studies (CURDS), Newcastle University, UK, which continues to provide a distinctive and stimulating research culture and outlook that has inspired and inflected this book. The insights and questions of the PhD and MA postgraduates in the local and regional development programmes in CURDS and undergraduates on the geography programmes at Newcastle University have further contributed to sharpening the understanding and communication of origination in brand and branding geographies. The usual disclaimers apply.

Permissions

We are grateful to those listed for permission to reproduce copyright material:

Sarah Mulligan, Newcastle City Libraries, for Figure 1.1;Catherine Scott-Dunkes, Baltimore Museum of Industry, for Figure 1.3;Vincenzo Mammola, Prada, for Figure 1.4 and Figure 3.6;Steve Lovelace for Figure 1.8;David Wengrow, UCL, for Figure 2.5;Sebastian Miroudot, World Bank, for Figure 3.2;The BBC for Figure 3.6;Scottish and Newcastle for Figures 4.3, 4.6 and 4.7;Jygsaw Brands for Figure 4.5;Sharon McKee, NewcastleGateshead Initiative, for Figure 4.6;Leighton Andrews, AM Welsh Assembly Government, for Figure 5.4;Kim McDonald, Into Somerset, for Figure 7.1;Jackson Tucker Lynch and the Harris Tweed Authority for Figure 7.4;Christian Scully and Corbis for Figure 7.7.

An effort has been made to contact copyright holders for their permission to reprint material in this book. The publisher would be grateful to hear from any copyright holder who is not here acknowledged and will undertake to rectify any errors or omissions in future editions of this book.

List of Tables

1.1

Brand valuation methodologies, 2009 ($m)

1.2

Top five marketing books on branding, 2012

1.3

The world of brands and branding

2.1

‘The brand box’

2.2

Brand equity

2.3

Interbrand/Business Week Ranking of ‘Top Global Brands’, 2005

2.4

Geographical associations in brands and branding

2.5

Distinctions in geographical associations

2.6

Themes, characteristics, practices, elements and brand and branding examples of the geographical associations of brands and branding

2.7

Scales of geographical associations in brands and branding

2.8

Brand and branding actors

4.1

International brewing groups ranked by output, 2012–2013

5.1

Burberry Group, total revenue by area (£m), 2001–2009

5.2

Burberry Group, total revenue by channel (£m), 2001–2009

5.3

Burberry Group, total revenue by product (£m), 2001–2009

5.4

Burberry Group, employment by area, 2004–2009

6.1

Preliminary Bill of Materials estimate for the 16 GB version of the iPhone 4, 2012

6.2

Change in net sales by operating segment ($’000 s), 1992–2012

7.1

Scales of geographical associations in brands and branding and territorial development institutions

List of Figures

1.1

HMS York

1.2

‘Platt’s Brand Raw Oysters’ and ‘Jackson Square Cigar – America’s Standard 5¢ Brand’

1.3

Brand extension: Prada and LG mobile phone and Tesco Bank financial services

1.4

Global advertising agencies by revenue (US$bn), 2010

1.5

Number of articles with ‘brand’ and/or ‘branding’ in their title, 1969–2009