IDEAS home Printed from https://ideas.repec.org/a/bla/growch/v39y2008i1p123-143.html
   My bibliography  Save this article

No Man's Brand-Brands, Institutions, and Fashion

Author

Listed:
  • DOMINIC POWER
  • ATLE HAUGE

Abstract

Branding has become so intertwined with consumption that today's consumers have often deeply personal relationships to brands and brand histories. Branding is an attempt to strategically "personify" products and to encapsulate a balance between different economic values: quality, utility, symbolic, and cultural worth. In this paper we argue that the relationship between the contemporary consumer and producer is mediated by and governed by a reflexive construction of brands. As such brands are best understood from an institutional perspective. The paper illustrates the institutional role of brands by using the example of the fashion industry. It is argued that in the fashion industry, a focus on consumer-producer brand-building and brand loyalty is central to the commodity and value chains built around products. We conclude by suggesting that economic geography has consistently undervalued brands as an area of study. By taking brands as a core product in industrial production rather than as an interesting aside for sociologists, historians, and cultural theorists, economic geography can better understand the institutions governing the economy. In particular, better understanding the institution of brands helps us better appreciate the dynamics systems within which commodities and commodity chains are formed. Copyright 2008 Blackwell Publishing.

Suggested Citation

  • Dominic Power & Atle Hauge, 2008. "No Man's Brand-Brands, Institutions, and Fashion," Growth and Change, Wiley Blackwell, vol. 39(1), pages 123-143.
  • Handle: RePEc:bla:growch:v:39:y:2008:i:1:p:123-143
    as

    Download full text from publisher

    File URL: http://www.blackwell-synergy.com/doi/abs/10.1111/j.1468-2257.2007.00408.x
    File Function: link to full text
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Richard Florida, 2002. "Bohemia and economic geography," Journal of Economic Geography, Oxford University Press, vol. 2(1), pages 55-71, January.
    2. Emek Basker, 2003. "Education, Job Search and Migration," Labor and Demography 0303003, EconWPA.
    3. Wallace E. Huffman & Tubagus Feridhanusetyawan, 2007. "Migration, Fixed Costs, and Location-Specific Amenities: A Hazard Analysis for a Panel of Males," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 89(2), pages 368-382.
    4. Gyourko, Joseph & Tracy, Joseph, 1991. "The Structure of Local Public Finance and the Quality of Life," Journal of Political Economy, University of Chicago Press, vol. 99(4), pages 774-806, August.
    5. Dora L. Costa & Matthew E. Kahn, 2000. "Power Couples: Changes in the Locational Choice of the College Educated, 1940–1990," The Quarterly Journal of Economics, Oxford University Press, vol. 115(4), pages 1287-1315.
    6. Yolanda K. Kodrzycki, 2001. "Migration of recent college graduates: evidence from the National Longitudinal Survey of Youth," New England Economic Review, Federal Reserve Bank of Boston, pages 13-34.
    7. Greenwood, Michael J, et al, 1991. "Migration, Regional Equilibrium, and the Estimation of Compensating Differentials," American Economic Review, American Economic Association, vol. 81(5), pages 1382-1390, December.
    8. Rosen, Sherwin, 1974. "Hedonic Prices and Implicit Markets: Product Differentiation in Pure Competition," Journal of Political Economy, University of Chicago Press, vol. 82(1), pages 34-55, Jan.-Feb..
    9. Vijay K. Mathur, 1999. "Human Capital-Based Strategy for Regional Economic Development," Economic Development Quarterly, , vol. 13(3), pages 203-216, August.
    10. Paul D. Gottlieb & George Joseph, 2006. "College-To-Work Migration Of Technology Graduates And Holders Of Doctorates Within The United States," Journal of Regional Science, Wiley Blackwell, vol. 46(4), pages 627-659.
    11. Greenwood, Michael J. & Mueser, Peter R. & Plane, David A. & Schlottmann, Alan M., 1991. "New Directions in Migration Research: Perspectives from Some North American Regional Science Disciplines," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 25(4), pages 237-270.
    12. Dwight W. Adamson & David E. Clark & Mark D. Partridge, 2004. "Do Urban Agglomeration Effects and Household Amenities have a Skill Bias?," Journal of Regional Science, Wiley Blackwell, vol. 44(2), pages 201-224.
    13. Julie Berry Cullen & Steven D. Levitt, 1999. "Crime, Urban Flight, And The Consequences For Cities," The Review of Economics and Statistics, MIT Press, vol. 81(2), pages 159-169, May.
    14. Schaffer, Peter V., 1987. "A family model of migration," Socio-Economic Planning Sciences, Elsevier, vol. 21(4), pages 263-269.
    15. Brian J. Cushing, 1993. "The Effect of the Social Welfare System on Metropolitan Migration in the US, by Income Group, Gender and Family Structure," Urban Studies, Urban Studies Journal Limited, vol. 30(2), pages 325-337, March.
    16. Satu Nivalainen, 2004. "Determinants of family migration: short moves vs. long moves," Journal of Population Economics, Springer;European Society for Population Economics, vol. 17(1), pages 157-175, February.
    17. Mincer, Jacob, 1978. "Family Migration Decisions," Journal of Political Economy, University of Chicago Press, vol. 86(5), pages 749-773, October.
    18. Graves, Philip E. & Linneman, Peter D., 1979. "Household migration: Theoretical and empirical results," Journal of Urban Economics, Elsevier, vol. 6(3), pages 383-404, July.
    19. Graves, Philip E., 1979. "A life-cycle empirical analysis of migration and climate, by race," Journal of Urban Economics, Elsevier, vol. 6(2), pages 135-147, April.
    20. M J Greenwood, 1973. "Urban Economic Growth and Migration: Their Interaction," Environment and Planning A, , vol. 5(1), pages 91-112, February.
    21. Blomquist, Glenn C & Berger, Mark C & Hoehn, John P, 1988. "New Estimates of Quality of Life in Urban Areas," American Economic Review, American Economic Association, vol. 78(1), pages 89-107, March.
    22. Andrei Rogers, 1988. "Age patterns of elderly migration: An international comparison," Demography, Springer;Population Association of America (PAA), vol. 25(3), pages 355-370, August.
    23. Mueser Peter R. & Graves Philip E., 1995. "Examining the Role of Economic Opportunity and Amenities in Explaining Population Redistribution," Journal of Urban Economics, Elsevier, vol. 37(2), pages 176-200, March.
    24. Masayo Wakabayashi & Geoffrey J. D. Hewings, 2007. "Life-Cycle Changes In Consumption Behavior: Age-Specific And Regional Variations," Journal of Regional Science, Wiley Blackwell, vol. 47(2), pages 315-337.
    25. M J Greenwood, 1973. "Urban economic growth and migration: their interaction," Environment and Planning A, Pion Ltd, London, vol. 5(1), pages 91-112, January.
    26. Huffman, Wallace & Feridhanusetyawan, Tubagus, 2007. "Migration, Fixed Costs and Location-Specific Amenities: A Hazard Rate Analysis for a Panel of Males," Staff General Research Papers Archive 12781, Iowa State University, Department of Economics.
    27. David A. Plane & Frank Heins, 2003. "Age articulation of U.S. inter-metropolitan migration flows," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 37(1), pages 107-130, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Gábor Lux, 2013. "Az újraiparosítás lehetőségei: Fejlesztési együttműködés a periférián," Eszak-magyarorszagi Strategiai Fuzetek, Faculty of Economics, University of Miskolc, vol. 10(1), pages 4-13.
    2. Judit Dobák, 2013. "A diósgyőri kohászat barnamezős területének fejlesztési lehetőségei," Eszak-magyarorszagi Strategiai Fuzetek, Faculty of Economics, University of Miskolc, vol. 10(1), pages 37-48.
    3. Beáta Siskáné Szilasi & Lajos Szalontai & János Vágó, 2013. "Észak-Magyarország felhagyott bányászati területeinek hasznosítási lehetőségei," Eszak-magyarorszagi Strategiai Fuzetek, Faculty of Economics, University of Miskolc, vol. 10(1), pages 26-36.
    4. Edward Kasabov & Usha Sundaram, 2013. "A Stakeholder Approach to Branding Clusters: Pointers to a Research Agenda," Regional Studies, Taylor & Francis Journals, vol. 47(4), pages 530-543, April.
    5. Júlia A. Nagy, 2013. "The role of city promotion in the regeneration of Manchester," Eszak-magyarorszagi Strategiai Fuzetek, Faculty of Economics, University of Miskolc, vol. 10(1), pages 94-115.
    6. Klára Tóthné Szita & Judit Roncz, 2013. "A barnamezős területek újrahasznosításának megítélése metaanalízis alapján, különös tekintettel az Észak-magyarországi régióra," Eszak-magyarorszagi Strategiai Fuzetek, Faculty of Economics, University of Miskolc, vol. 10(1), pages 14-25.
    7. Lilla Bánhalmi & Gábor Biczó, 2013. "A barnamezős rehabilitáció és az örökség turizmus kapcsolata: nemzetközi tapasztalatok és a Digép esete," Eszak-magyarorszagi Strategiai Fuzetek, Faculty of Economics, University of Miskolc, vol. 10(1), pages 63-71.
    8. Hugues Jeannerat, 2013. "Staging experience, valuing authenticity: Towards a market perspective on territorial development," GRET Publications and Working Papers 05-13, GRET Group of Research in Territorial Economy, University of Neuchâtel.
    9. Kinga Fekszi, 2013. "„A tovatűnő ipar nyomában Miskolcon.” Adalékok a barnamezős területek munkaerőpiaci problémájának feltárásához," Eszak-magyarorszagi Strategiai Fuzetek, Faculty of Economics, University of Miskolc, vol. 10(1), pages 57-62.
    10. Bodo Kubartz, 2011. "Sensing Brands, Branding Scents: On Perfume Creation in the Fragrance Industry," Chapters,in: Brands and Branding Geographies, chapter 8 Edward Elgar Publishing.
    11. Agnieszka Rak, 2013. "Brand and Corporate Image of a Sport Organization as a Factor of Building Loyalty," Diversity, Technology, and Innovation for Operational Competitiveness: Proceedings of the 2013 International Conference on Technology Innovation and Industrial Management, ToKnowPress.
    12. Gábor Biczó, 2013. "A barnamezős beruházások szociokulturális háttere és jelentősége Észak-Amerikában," Eszak-magyarorszagi Strategiai Fuzetek, Faculty of Economics, University of Miskolc, vol. 10(1), pages 116-124.
    13. Zsuzsanna Dabasi Halász, 2013. "Vállalkozói siker és a társadalmi tőke," Eszak-magyarorszagi Strategiai Fuzetek, Faculty of Economics, University of Miskolc, vol. 10(1), pages 49-56.
    14. Ágnes Hegyi-Kéri, 2013. "Barnamezős fejlesztések költség-haszon vizsgálata," Eszak-magyarorszagi Strategiai Fuzetek, Faculty of Economics, University of Miskolc, vol. 10(1), pages 72-86.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:growch:v:39:y:2008:i:1:p:123-143. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Wiley-Blackwell Digital Licensing) or (Christopher F. Baum). General contact details of provider: http://www.blackwellpublishing.com/journal.asp?ref=0017-4815 .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.