Commes Des Garcons Brand
Comme des Garçons
Brands: A Cultural Perspective
Lecturer: Jacob Östberg
School of Business
Stockholm University
Individual take-home exam
Anh Helge
3 June 2009
Introduction
The current paper discusses how and why a particular brand functions as a cultural resource and how companies benefit from this brand functioning as a cultural resource. The brand selected for the discussion is the Japanese fashion line Comme des Garçons.
The paper is divided into two parts. The first part defines the concept of ‘cultural resource’ from the branding perspective and prepares ground for the argumentation by referring specifically to the readings from the course literature. The second part gives a short introduction of the brand Comme des Garçons and argues how and why it is a ‘cultural resource’ based on the course literature and the cultural landscape of the brand. A discussion on the benefits of the cultural branding of Comme des Garcons is included at the end of each subsection.
Theoretical framework
Brand Culture
Brand researchers have argued for some time that there is a close link between brands and culture. Schroeder and Salzer-Mörling (2006) maintain that brand has become increasingly important in the cultural setting and that contemporary brands are influenced by basic cultural processes such as ‘historical context, ethical concerns, and consumer response’ (p. 1). Schultz and Hatch (2006) state that corporate branding is the interconnection of image, vision as well as culture and identity. Balmer (2006) also claims that the fields of culture and branding ‘are inextricably linked’ because culture helps us to understand brands while through a powerful lens of brands we can comprehend cultures. Furthermore, Bengtsson and Östberg (2006) contend that a brand is a culturally constructed symbol, created by multiple ‘authors’ who fill it with symbolic content. Similarly, Uggla (2006) and Bergvall (2006) point out that brand creation is not an internal
Brands: A Cultural Perspective
Lecturer: Jacob Östberg
School of Business
Stockholm University
Individual take-home exam
Anh Helge
3 June 2009
Introduction
The current paper discusses how and why a particular brand functions as a cultural resource and how companies benefit from this brand functioning as a cultural resource. The brand selected for the discussion is the Japanese fashion line Comme des Garçons.
The paper is divided into two parts. The first part defines the concept of ‘cultural resource’ from the branding perspective and prepares ground for the argumentation by referring specifically to the readings from the course literature. The second part gives a short introduction of the brand Comme des Garçons and argues how and why it is a ‘cultural resource’ based on the course literature and the cultural landscape of the brand. A discussion on the benefits of the cultural branding of Comme des Garcons is included at the end of each subsection.
Theoretical framework
Brand Culture
Brand researchers have argued for some time that there is a close link between brands and culture. Schroeder and Salzer-Mörling (2006) maintain that brand has become increasingly important in the cultural setting and that contemporary brands are influenced by basic cultural processes such as ‘historical context, ethical concerns, and consumer response’ (p. 1). Schultz and Hatch (2006) state that corporate branding is the interconnection of image, vision as well as culture and identity. Balmer (2006) also claims that the fields of culture and branding ‘are inextricably linked’ because culture helps us to understand brands while through a powerful lens of brands we can comprehend cultures. Furthermore, Bengtsson and Östberg (2006) contend that a brand is a culturally constructed symbol, created by multiple ‘authors’ who fill it with symbolic content. Similarly, Uggla (2006) and Bergvall (2006) point out that brand creation is not an internal
References: Balmer, J.M.T. (2006), “Corporate brand cultures and communities”, in Brand Culture, J.E. Schroeder and M. Salzer-Mörling (eds.) (2006), London & New York: Routledge Bengtsson, A Bergvall, S. (2006), “Brand ecosystems: multilevel brand interaction”, in Brand Culture, J.E. Schroeder and M. Salzer-Mörling (eds.) (2006), London & New York: Routledge Brown, S Brown, S. (2001), “Torment Your Customers (They’ll Love It), Harvard Business Review, October 2001, 83-88 Brown, S., Kozinets, R.V Holt, D. B. (2004), How Brands Become Icons: The Principles of Cultural Branding, Boston, MA: Harvard Business School. Schroeder, J. E. and Salzer-Mörling, M. (eds.) (2006), Brand Culture, London & New York: Routledge Schultz, M Skov, L. (1996) “Fashion Trends, Japonisme and Postmodernism”, Theory, Culture & Society, Vol. 13 (3), 129-151 Uggla, H [ 4 ]. 1997, cited in Csaba and Bengtsson 2006 [ 5 ]