Branding
Representation, Communication, and Simulation
DOI:
https://doi.org/10.36782/jobmark.v1i1.149Kata Kunci:
Brand, Sign, Message, Media, HyperrealityAbstrak
Branding in contemporary society reflects a fundamental transformation from mere product representation to a semiotic system that constructs social reality. This article examines branding through three conceptual dimensions—representation, communication, and simulation—using interdisciplinary approaches. At the level of representation, brands function as signifiers that reflect product identity and values. In the communicative dimension, brands act as a message system and a medium of social and emotional interaction that builds symbolic attachment between producers and consumers. In the simulation stage, brands operate as forms of hyperreality, creating fictitious realities through mediated imagery and narratives. The study argues that branding has become an ideological arena where value, identity, and power are produced and negotiated. By adopting a critical understanding of these three dimensions, this article reveals how branding not only represents the world but also participates in the creation and simulation of cultural reality in global consumer society.
Unduhan
Referensi
Aaker, D. A. (1996). Building strong brands. The Free Press.
Arruda, W. (2009). Brand communication: The three Cs. Thunderbird International Business Review, 51(5), 409–416. https://doi.org/10.1002/tie.20279
Arvidsson, A. (2006). Brands: Meaning and value in media culture. Routledge.
Baudrillard, J. (2012). The precession of simulacra. In M. G. Durham & D. M. Kellner (Eds.), Media and cultural studies: Keyworks (pp. 388–406). Wiley-Blackwell.
Baudrillard, J. (2017). The consumer society: Myths and structures (revised edition). Sage
Baudrillard, J. (2019). For a critique of the political economy of the sign. Verso.
Berger, A. A. (2010). The objects of affection: Semiotics and consumer culture. Palgrave Macmillan.
Croteau, D. R., & Hoynes, W. (2018). Media/Society: Technology, industries, content, and users (6th edition). Sage
Debord, G., & Nicholson-Smith, D. (1994). The Society of the Spectacle. Zone Books. https://doi.org/10.2307/j.ctv1453m69
Gobe, M. (2010). Emotional branding: The new paradigm for connecting brands to people (updated and revised edition). Allworth Press
Grassl, W. (1999). The reality of brands: Towards an ontology of marketing. American Journal of Economics and Sociology, 58(2), 313–359.
Hall, S. (2013). The work of representation. In S. Hall, J. Evans, & S. Nixon (Eds.), Representation: Cultural representations and signifying practices (pp. 1–56). Sage.
Kapferer, J. N. (2008). The new strategic brand management: Creating and sustaining brand equity long term. Kogan Page.
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson.
Kellner, D. (2003). Media spectacle. Routledge.
Klein, N. (2000). No logo: Taking aim at the brand bullies. Knopf.
Komberger, M. (2010). Brand society: How brands transform management and lifestyle. Cambridge University Press.
Lury, C. (2004). Brands: The logos of the global economy. Routledge.
Schroeder, J. E., & Salzer-Mörling, M. (Eds.). (2006). Brand culture. Routledge.
Voorveld, H. A. M. (2019). Brand communication in social media: A research agenda. Journal of Advertising, 48(1), 14–26. https://doi.org/10.1080/00913367.2019.1588808
Wijaya, B. S. (2013). How ‘deep’ is your brand? The hierarchical effects model of emotional branding. Journal Communication Spectrum, 3(2), 158–169. https://doi.org/10.36782/jcs.v3i2.1974
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2019 Jobmark: Journal of Branding and Marketing Communication
Artikel ini berlisensi Creative Commons Attribution-NonCommercial 4.0 International License.
