Advertising and Branding

„Any advertisment in public space that give you no choice whether you see it or not is yours. […] It’s yours to take, re-arrange and re-use. Asking for permission is like asking to keep a rock someone just threw at your head.” (Banksy 2006)
Die wahren Vandalen sind also laut Banksy nicht Graffiti-Writer und Street Artists, sondern die mit dem Großen Scheckbuch und den eingetragenen Markenzeichen, globale Konzerne und Müllproduzierer wie etwa die allmächtige Supermarktkette Tesco, Fastfoodfirmen wie MacDonalds, Kentucky Fried Chicken oder der alles gleichmachende Raumausstatter Ikea. Genauso sieht er in den Vandalismus-Bankern, des von ihm Chequebook Vandalism getauften Unterart des Brandalism, die wahre Gefahr für den öffentlichen Raum. Wie bis in die 1980er Jahre traditionell üblich in London sind Banksys Banker-Vandalen mit Bowlerhat, Aktentasche und Schirm bewaffnet und schmeißen, was weniger üblich ist, Champagnerflaschen-Molotowcocktails. Banksys plakative Botschaft: Durch ihr dickes Scheckbuch haben sie die Macht, mit Werbung und hässlichen, unmenschlichen Betonklötzen den Bürger zu entmündigen und zu kontrollieren.
Banksy zitiert in seinen Werken immer wieder explizit und ironisch-kritisch Werbestrategien und führt die hohle ' Allgegenwärtigkeit des immerwährenden Konsumkults vor.

This guide is a list of the most significant Tea Trading Firms of the Russian Empire of all forms of property: Trading Houses, Partnerships, Sales Offices, Joint-stock Companies, Consumption Companies, etc.
The firms of employers from different ethnic groups (Russian, Jewish, migrants from France and Germany, employers from Caucasus and Central Asia) are viewed.
The information on the change of the names of some Tea Trading Firms in the period of theirs activity is presented. There are not only the official names in the book but also everyday, conversational and common versions.
The handbook contains the identifier of trademarks of Tea Trading Firms and includes a lot of illustrations. There is a list of sources on the history of tea and tea-trade in Russia at the end of the book. The great part of the book is devoted to the section of terminology of Russian tea-trade of the XIX – the beginning of ХХ centuries.
The book will be useful for historians, economists, sociologists, cultural studies scholars, antiquarians and collectors, workers of food-processing industry, students of local lore, teachers of secondary and higher educational institutions, specialists in the field of advertising and genealogy.

CONTENIDO
La presente guía ofrece una lista de compañías distribuidoras del té de mayor renombre del Imperio Ruso que pueden ser identificadas según el tipo de propiedad como Casas Comerciales, oficinas de ventas, sociedades comanditarias, anónimas y de consumo.
En la guía se someten a examen  compañías  pertenecientes a empresarios que representan varios grupos étnicos: rusos, judíos, naturales de Francia y Alemania, de  Cáucaso y Asia Central.
Se  da  información sobre el cambio de denominación de algunas compañías durante el tiempo de su actividad. Además de las denominaciones oficiales se dan a conocer nombres de uso corriente, coloquiales y tergiversados.
La guía cuenta con un índice de marcas comerciales de una serie de compañías distribuidoras del té y dispone de un gran número de ilustraciones. En la parte final del libro se da la bibliografía y se citan libros  dedicados a la historia del té y de la venta de éste en Rusia. Una parte importante del libro contiene terminología en el ámbito de la distribución del té usada en Rusia en el siglo XIX y a principios del siglo XX.
El libro será útil a los historiadores, economistas, sociólogos, culturólogos, anticuarios y coleccionistas, trabajadores de industria alimenticia, etnógrafos, profesores de enseñanza media y superior, expertos en publicidad e genealogía.

In this paper, I examine the link between politics, national identity and fast food in Russia between the 1930s and the present day.  While the paper begins with a brief discussion of Mikoyan's food policy in the 1930s, the emphasis is on post-Soviet Russia. This paper is taken from the first chapter of my book, "Consumer Culture, Branding and Identity in The New Russia: From Five-Year Plan to 4x4" (fothcoming in Routledge's Interpretive Marketing Research Series).  A version can also be found on my research blog: https://consumer-cultures.u-paris10.fr/?cat=24

"La storia di un paese è fatta di simboli. Anche
la marca è simbolo e la storia italiana,
dall’unità a oggi, ha tanto da dire in proposito:
le attività imprenditoriali e commerciali
hanno dato vita a marchi famosi in tutto il
mondo, con ricadute sociali, culturali e ovviamente
storiche, che fanno, appunto, l’identità
economica e non solo del Paese."

Branding has emerged as a cornerstone of marketing practice and corporate strategy. This book brings together a curated selection of the most influential and thought-provoking papers on brands and branding from Consumption Markets and Culture, reflecting the wide-ranging, interdisciplinary interest in the topic, accompanied by new introductions from leading brand scholars, including Giana Eckhardt, John F. Sherry, Jr., Sydney Levy, and Morris Holbrook.

Internationally recognized brands are an increasingly essential asset for present-day companies. This paper takes a cognitive perspective on the semantics of commercial brands (and their related logos), and explores the role of image schemas in endowing them with a cross-culturally significant core meaning. Two surveys were carried out among speakers of four different languages (i.e., English, Spanish, Chinese, and Arabic) in relation to the logos of several car categories (minis, family cars, 4 × 4s, and sports cars) and a limited set of image schemas (CONTAINER, FORCE, and ATTRIBUTE). The analysis of the results reveals a consistent correlation between the participants’ semantic interpretation of the car brands, and the basic meanings deriving from the image schemas included in their logos. The outcome of the surveys also points to the existence of potential constraints on the universal reach of image-schematic-based communication. These limitations emerge either from the combination of image schemas with additional idealized cultural models, or from the use of specific richer configurations of the image-schematic visual cues at work. In this connection, the present study explores the inventory of visual configurations available for the representation of the image schemas under scrutiny, assesses their universal significance, and raises awareness about differences in the cross-cultural communicative effectiveness of the various layouts of a given image-schematic cue.