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HP case

Brands : A cultural perspective

Sophie Mathieu

on 27 March 2011

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Transcript of HP case

Suggested course of action To which extent HP already hold iconic properties? The structure of the HP myth market The National ideology The economic instability Work hard for a successfull life at the expenses of leisure timeStressfull life Citizens’ identity projects Cultural contradiction Populist worlds Identity myth Space for imagination, dreams and creativityThe anti-determinism and free will
Free market capitalist, social freedom and pluralism The creative age Embrass creativity, freedom and complexity Rise of creative class The Stardust mythHelp people to fulfill their dreams, think forward and create together Movie: Eternal Sunshine HP's targetting people Populist worlds Insiders Feeders Followers TESTING Myth Dependency Myth Source
material Legitimacy
respect Affiliation, status Brand loyalty Is a Product of the Social Network (Douglas Holt 2004:140) www.yahoo.com.hk
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