Branding: A Means of Cultural Change in our Society Branding can mean a number of different things when taken from the perspective of business versus that of academic research according to Holt (2005). Business marketing strategists recognize the power of a brand as a tool to penetrate the communications chaos that business customers and consumers are facing in today’s turbulent environment where the average North American is exposed to over 50,000 commercials a year, where in Asia, six billion text messages are exchanged yearly and where the Internet is growing with more than a million pages a day. To this end, there are hundreds of thousands of companies out there trying hard to communicate with customers and consumers in order to sell...The end:
.....ame way that they have become more aware of television advertising and its effects, but that remains to be seen. References Andrejevic, M. (2009). Critical Media Studies 2.0: an interactive upgrade. Interactions: Studies in Communication and Culture, 1(1), 35-52. Applbaum, K. (2000). Crossing borders: Globalization as myth and charter in American transnational consumer marketing. American Ethnologist, 27(2): 257-282. Cover, R. (2006). Audience inter/active : Interactive media, narrative control and reconceiving audience history. New Media & Society, 8, 139-160. Wilk, R. (2002). Learning to be Local in Belize: Global Systems of Common Difference." In Development: A Cultural Studies Reader, Eds, S. Schech and J. Haggis. Oxford: Blackwell.