RECLAIM THE BRAND NAME

Authors

  • Rikke Andreassen

Abstract

It is not the product itself which carries value, but rather the brand name that comes with it. Brands –protected by copyrights laws– represent financial and emotional value. People wanting to create social change therefore need to look beyond the product and focus on the brand instead. In order to change, go for the brand.

Author Biography

Rikke Andreassen

Rikke Andreassen, Ph.D., is an Associated Professor in Media and Communication Studies at Malmö University, Sweden, where she is affiliated with the Communication for Development master program.

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Published

2006-12-01

Issue

Section

Articles