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Authentic TM : the politics of ambivalence in a brand culture by Sarah Banet-Weiser is a nonfiction available to read on EtoBox.

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A stimulating, smart book on what it means to live in a brand cultureBrands are everywhere. Branding is central to political campaigns and political protest movements; the alchemy of social media and self-branding creates overnight celebrities; the self-proclaimed “greening” of institutions and merchant goods is nearly universal. But while the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Sarah Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics. That, in fact, we live in a brand culture.AuthenticTM maintains that branding has extended beyond a business model to become both reliant on, and reflective of, our most basic social and cultural relations. Further, these types of brand relationships have become cultural contexts for everyday living, individual identity, and personal relationships―what Banet-Weiser refers to as “brand cultures.” Distinct brand cultures, that at times overlap and compete with each other, are taken up in each chapter: the normalization of a feminized “self-brand” in

Who reads Authentic TM : the politics of ambivalence in a brand culture?

Author

Sarah Banet-Weiser

Publisher

New York University Press ; Combined Academic [distributor

Published

2012

Language

EN

ISBN

9780814787151

Category

nonfiction

Subjects

Social Science, Sociology, Management

Rating

3.94 / 5 (41 ratings)

Updated

2026-03-14