Ulrich Brand Order and Formation
نویسنده
چکیده
Under the heading of “global governance” a discussion is taking place on changes in the political, and thus in political regulation, particularly at the international level. In this contribution global governance in its “European social-democratic” variation is understood as a discourse which is a part of the search process of emerging postFordist politics and its substantiation. This takes place on the basis of the Foucault concept of discourse. After this, it is shown with respect to two number dimensions (globalization and world problems) how global governance is articulated in the dominant transformations of the political, our understanding of the structures of these transformations being based on regulation theory. It becomes clear that this discourse, which legitimizes societal developments and provides a guide for behaviour, is not at all in contradiction to the post-Fordist neoliberal transformation of society, but rather that it serves to make the handling of globalization-induced crises more effective. The text aims neither to represent a contribution to the ontologicalepistemological discussion nor to be a precise analysis of the discourse, but to open up a perspective which should serve to stimulate discussion and research.
منابع مشابه
Mediators of Development of Brand Personality in Iran Football League
Background. Brand personality as a part of brand identity plays an important role in communications; if a brand has no personality, it cannot introduce itself and stay in the mind of the customer. Customer understanding about a brand is far more important than what is expressed as brand reality. Thus, developing an appropriate personality for creating a compatible image of the brand in the cust...
متن کاملنگاشت شبکهی تداعیهای برند نزد مراجعهکنندگان با استفاده از نقشهی مفهومی برند (BCM) مورد مطالعه: پژوهشگاه علوم و فناوری اطلاعات ایران (ایرانداک)
On of the key components of brand equity is associations that the consumers have about the brand and these associations will guide them to choose the brand. These associations usually are considered as an organized network involves models of gathering the networks in minds and determine the brand value for consumers as a brand image. The aim of doing this research is eliciting and mapping the n...
متن کاملThe Relationship Model of Brand Personality of Sportswear with Brand Commitment, Loyalty and Trust
Brand Personality is indeed a kind of behavior and speech of a brand. It means assigning personality traits and characters to the brand in order to achieve differentiation. The aim of the present study was to develop a model of relationship between the brand personality of sportswear and brand commitment, loyalty and trust. This study was applied in terms of objectives and descriptive-survey i...
متن کاملNew Strategic View on Brand: The Effect of Congruity, Reliability and Attachment on Customer Loyalty
By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. The main purpose of the current study is to investigate brand and product congruity and its effect on brand...
متن کاملInvestigating the Role of Brand Orientation and Entrepreneurship Orientation on Brand Performance in Green Food Producers
Entrepreneurial orientation is a valuable structure for understanding how and why some companies are able to grow regularly over time through new ways. The aim of this study is to Investigating the role of Brand Orientation and Entrepreneurship orientation on Brand Performance in Green food producers. This is an applied and descriptive study and has been performed by the survey method. The samp...
متن کامل