American high-tech, Broadway theatre, Caribbean cuisine, Catalan design, Danish furniture, Florentine leather goods, Hollywood films, Latin American coffee, London insurance, Thai silks… It’s easy to think of brands that have strong associations with particular places. But have you considered why place is such an important part of branding?
In a consumer-dominated society, what people buy is influenced by where they think it is from and what kinds of places it connects to. We prize perfume from Paris (not Preston), and watches made in Geneva (not Gdansk). This link with place is important to understanding the uneven geographies of globalisation. Goods and services are produced in very different economic, social, political and environmental conditions across the world.
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