@article{42130,
      author = {Schroeder, Jonathan E.},
      url = {http://tind.wipo.int/record/42130},
      title = {Brand Culture : Trade Marks, Marketing and Consumption},
      abstract = {Visual images constitute much corporate communication  about products, economic performance, and social  responsibility, and also inform governmental efforts to  create positive attitudes for citizens, consumers, and  organizations. Brand image, corporate image, advertising  images, and images of identity all depend upon compelling  visual imagery. This paper discusses methodological and  theoretical issues of visual images as they pertain to  brands via interdisciplinary research examples and  exemplars. I place visual issues within a broader  theoretical perspective of brand culture - the cultural  dimensions or codes of brands - history, images, myths,  art, theatre - that influence brand meaning in the  marketplace. Visual consumer research cuts across  methodological and topical boundary lines - the  possibilities and problems of visual approaches encompass  experimental and interpretive realms, and include such  varied topics as information processing, image  interpretation, and research techniques.},
      recid = {42130},
      pages = {24 pages},
}