no man’s brand brandsinstitutionsfashion and the economy

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1、Noman’sbrand–Brands,institutions,fashionandtheeconomyDominicPowerandAtleHaugeresearchpaper2006:3DominicPowerandAtleHaugeDepartmentofSocialandEconomicGeographyUppsalaUniversityBox513,S-75120UppsalaSwedenTel:+46-18-4710000Fax:+46-18-4717418dominic.power@kultgeog.uu.seoratle.hauge@kultgeog.uu.

2、se“Noman’sbrand-Brands,institutions,fashionandtheeconomy”AcknowledgementsTheauthorswouldliketothanktheSwedishResearchCouncil(Vetenskapsrådet)fortheirfundingoftheprojectthispaperisbasedupon.2‘Noman’sbrand-Brands,institutions,fashionandtheeconomy’AbstractBrandinghasbecomesointertwinedwithcons

3、umptionthattoday’sconsumershaveoftendeeplypersonalrelationshipstobrandsandbrandhistories.Brandingisanattempttostrategically‘personify’productsandtoencapsulateabalancebetweendifferenteconomicvalues:quality,utility,symbolicandculturalworth.Inthispaperwearguethattherelationshipbetweenthecontem

4、poraryconsumerandproducerismediatedbyandgovernedbyareflexiveconstructionofbrands.Assuchbrandsarebestunderstoodfromaninstitutionalperspective.Thepaperillustratestheinstitutionalroleofbrandbyusingtheexampleofthefashionindustry.Itisarguedthatinthefashionindustryafocusonconsumer-producerbrand-b

5、uildingandbrandloyaltynowtakespole-positionindeterminingindustrialandinnovationdynamics.Weconcludebysuggestingthateconomicgeographyhasconsistentlyundervaluedbrandsasanareaofstudy.Bytakingbrandsasthecoreproductinindustrialproduction,ratherthanasaninterestingasideforsociologists,historiansand

6、culturaltheorists,economicgeographycanbetterunderstandtheinstitutionsgoverningtheeconomy.Inparticularbetterunderstandingtheinstitutionofbrandhelpsusbetterappreciatethedynamicssystemswithinwhichcommoditiesandcommoditychainsareformed.Keywords:economicgeography;brandandbranding;fashionindustry

7、;competitivenessandinnovation;commoditychains.Belowisgivenannualworksummary,donotneedfriendscandownloadaftereditordeleted!!!!!!WelcometovisitagainXXXXannualworksummaryDeareveryleader,colleagues:LookbackendofXXXX,XXXXyearsofwork,havethejoyofsuccessinyourw