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

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  • 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
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    References listed on IDEAS

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    1. Gertler, Meric S., 2004. "Manufacturing Culture: The Institutional Geography of Industrial Practice," OUP Catalogue, Oxford University Press, number 9780198233824.
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    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. Andy Pike, 2013. "Economic Geographies of Brands and Branding," Economic Geography, Clark University, vol. 89(4), pages 317-339, October.
    15. 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.

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