Brand sociology
Brand sociology is a special sociology . According to her, every brand is the result of social alliances. The brand sociology was founded by Alexander Deichsel , who derived it from the brand technology of Hans Domizlaff .
The brand sociology is largely based on the teaching of Ferdinand Tönnies . According to Tönnies, social arises when people relate to one another in an affirmative manner. The social is wanted . For the brand this means that its existence begins when people ask for it or its service and buy it. The brand sociology analyzes how such a wish arises and can be controlled from the company's perspective.
literature
- Alexander Deichsel , Oliver Carlo Errichiello and Arnd Zschiesche : Basics of brand sociology. The social principles of branding and branding in theory and practice . Springer Gabler, Wiesbaden 2017, ISBN 978-3-658-17420-0 .
- Oliver Carlo Errichiello and Arnd Zschiesche, brand sociology compact - basics for practice. A quick guide to successful brand management . Springer Gabler, Wiesbaden 2015, ISBN 978-3-658-10246-3 .
- Kai-Uwe Hellmann : Fetishes of Consumption. Studies on the sociology of the brand . Verlag für Sozialwissenschaften, Wiesbaden 2011, ISBN 978-3-531-16933-0 .
Web links
- Alexander Deichsel, the founder of brand sociology , Office for Brand Development, Hamburg.
- Kai Uwe Hellmann , private website on the "sociology of brands"
Individual evidence
- ↑ Oliver Carlo Errichiello and Arnd Zschiesche , Brandenkraft im Mittelstand. What every manager at Dr. Klitschko and the Pope can learn . 2nd edition, Springer Gabler, Wiesbaden 2013, ISBN 978-3-8349-4288-3 , p. 19 f.
- ↑ Oliver Carlo Errichiello and Arnd Zschiesche, Brand Sociology Compact - Basics for Practice. A quick guide to successful brand management . Springer Gabler, Wiesbaden 2015, ISBN 978-3-658-10246-3 , p. 5.