Systems Theory and Agile Brand Management The Educative View of Branding

Synopsis

Brands started out as communication tools to influence the image of companies or products (inside-out thinking) but have developed into channels of social forces. Powerful brands impact not just customer decisions but also markets and social institutions, such as fashion trends, city life, or even social movements. This book explores the implications of Niklas Luhmann’s theory of social systems for the theory and practice of agile brand management, in particular highlighting the central role of brand aesthetics and of brands as channels for mutual education between companies and consumers.Since the rise of social media, “perfect” brands have become the mirror of community values as the communities themselves develop brand content. Brands themselves become “living systems” and evolve like systems do. The author introduces systems theory to provide a conceptual framework that integrates the different views of branding: inside-out and outside-in thinking. This Luhmannian theory of branding is discussed against the current background of (Western) societies, which are undergoing a broad shift from hard to soft selling in marketing, influenced by social media. The book is not about whether closed systems analysis and discussion can or should replace traditional management; moreover, it emphasizes the fruitful insights and demonstrates that the power of management is limited and should be extended by looking at the means of closed systems.This book will be of primary value to scholars with an interest in systems theory and thinking, brand theory, and management. The interdisciplinary approach also makes the book a valuable resource for those researching change management, agile management, and sociology.

Book details

Series:

Systems Thinking

Author:

Jan Lies

ISBN:

9781040049655

Related ISBNs:

9781040049624, 9781003491057, 9781032792163

Publisher:

Taylor & Francis

Pages:

N/A

Reading age:

Not specified

Includes images:

Yes

Date of addition:

2024-06-20

Usage restrictions:

Copyright

Copyright date:

2024

Copyright by:

Jan Lies, The right of Jan Lies to be identified as author of this work has been asserted in accordance with sections 

Adult content:

No

Language:

English

Categories:

Business and Finance, Nonfiction, Sociology