This marketing research seminar explores the concept of brand longevity: the achievement of social salience and ongoing consumer engagement over a sustained period of time.
This study explores brand longevity: the achievement of social salience and ongoing consumer engagement over a sustained period of time. Our study contributes to branding theory by proposing a multi-level approach to understanding brand longevity through applying assemblage theory to answer the question: how do serial brands attain longevity within evolving socio-cultural contexts? By applying assemblage theory, we scrutinize the enduring success of a serial media brand, James Bond, over the past fifty-five years. In order to address this question, a wide range of archival brand-related data were collected and analyzed, including: analysis of films, books, marketing materials, press commentaries, reviews, as well as broader contextual data regarding the socio cultural context within which the brand assemblage developed. Our findings empirically support conceptualizing brand longevity as relying on a non-chronological approach to assembling the brand which looks outwards from the brand in order to consider the potential of brand elements to prevail in contemporary contexts.
Dr Finola Kerrigan is Reader in Marketing and Consumption at University of Birmingham. Finola's research is in the field of marketing, specifically marketing within the arts and cultural industries. To date this research has focused on production and consumption issues in film and the visual arts, topics related to social media and branding. Finola is associate editor of the Journal of Marketing Management and on the editorial board of the Journal of Macromarketing, Art and the Market and Marketing Intelligence and Planning. Finola’s research has been published in a range of International Journals and she is the author of several books such as Film Marketing, Elsevier (2010/2017).
Dr Chloe Preece is Lecturer in Marketing at Royal Holloway, University of London. Chloe’s research is in the field of marketing, specifically marketing within the arts and creative industries. To date this research has focused on production and consumption issues in the visual arts and how this translates into social, cultural and economic value. She has published in journals such as the European Journal of Marketing, Journal of Marketing Management; and Journal of Macromarketing.
Dates & times
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|20 Mar 2018||
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