Brand and Myth
暫譯: 品牌與神話

Waller, Stefan

Brand and Myth
  • 出版商: Springer
  • 出版日期: 2025-03-18
  • 售價: $1,310
  • 貴賓價: 9.8 折 $1,284
  • 語言: 英文
  • 頁數: 112
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 3662706776
  • ISBN-13: 9783662706770
  • 相關分類: 行銷/網路行銷 Marketing

    • 海外代購書籍(需單獨結帳)

相關主題

商品描述

Brand and Myth

A Cultural-Philosophical Consideration

Brands reflect the desires of the modern individual. In Nike, it's the hope of achieving success by simply doing it; in a Mercedes, it's the pursuit of status; and in a MasterCard, it encapsulates the longing for those moments that cannot be bought with money (but for which you still need money). The list can go on for a long time. Despite the fact that these brand messages are understood across various cultures, they have played a secondary role in cultural-philosophical debates. To professional thinkers, brands appear, at best, as banal and, at worst, as instruments in a malign illusionary context. They are seen as expressions of capitalism, something to be viewed critically, and thus rejected. From a more neutral standpoint, the engagement with brands is understood as a subject of business administration, marketing, and design, and therefore considered outside of one's own area of expertise.

商品描述(中文翻譯)

品牌與神話

文化哲學的考量

品牌反映了現代個體的渴望。在 Nike 中，它代表著透過簡單的行動來實現成功的希望；在 Mercedes 中，它象徵著對地位的追求；而在 MasterCard 中，它凝聚了對那些無法用金錢購買的時刻的渴望（但你仍然需要金錢）。這個清單可以持續很長時間。儘管這些品牌信息在不同文化中都能被理解，但它們在文化哲學的辯論中卻扮演了次要角色。對於專業的思想家來說，品牌充其量顯得平庸，最糟糕的情況則被視為在一個惡意的幻覺背景下的工具。它們被視為資本主義的表現，應該被批判性地看待，因此被拒絕。從更中立的角度來看，與品牌的互動被理解為商業管理、市場行銷和設計的主題，因此被認為超出了個人的專業領域。

作者簡介

After training as a communication designer, Stefan M.F. Waller studied philosophy, art history, and religious studies at the University of Hamburg. At the university's Philosophical Seminar, he was a research associate of Prof. Dr. Birgit Recki from 2007 to 2013 and received his Ph.D. in 2014 with a dissertation on the philosophy of Arnold Gehlen, which was published in 2015 under the title Leben in Entlastung (Life in Relief) by UVK (now Herbert von Halem Verlag). After teaching assignments at the University of Hamburg, HAW Hamburg, Brand University Hamburg, and a stay at Tongji University in Shanghai, he was appointed professor of intercultural brand and innovation culture at Brand University in Hamburg in 2018. Since 2022, he has lived and worked in Ningbo, China, where he holds the position of Vice Dean of the Joint Institute of Zhejiang Wanli University and Brand University of Applied Sciences.

作者簡介(中文翻譯)

斯特凡·M·F·瓦勒（Stefan M.F. Waller）在接受傳播設計的訓練後，於漢堡大學學習哲學、藝術史和宗教研究。在該大學的哲學研討會中，他於2007年至2013年間擔任比爾吉特·雷基教授（Prof. Dr. Birgit Recki）的研究助理，並於2014年獲得博士學位，論文主題為阿諾德·蓋倫（Arnold Gehlen）的哲學，該論文於2015年由UVK（現為赫爾曼·馮·哈萊姆出版社）出版，書名為《Leben in Entlastung》（生活在解脫中）。在漢堡大學、漢堡應用科技大學（HAW Hamburg）、品牌大學（Brand University Hamburg）任教後，他於2018年被任命為品牌大學的跨文化品牌與創新文化教授。自2022年以來，他在中國寧波生活和工作，擔任浙江萬里大學與應用科技品牌大學聯合學院的副院長。

類似商品