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Brand As Assemblage

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  • Celia Lury

Abstract

This paper draws out the continuities between understandings of mass product as developed in the Frankfurt school with contemporary understandings of assemblage by way of an investigation of the brand. Drawing on recent developments in mathematics, it argues that the space of the assemblage is a space that is simultaneously mapped and brought into being in a logic of complex topological functionalities. It proposes that it is the implementation of the rationality of this new logic of space -- and the emergence of abstract, ‘optimizing’ objects such as brands -- that is captured in the notion of assemblage.

Suggested Citation

  • Celia Lury, 2009. "Brand As Assemblage," Journal of Cultural Economy, Taylor & Francis Journals, vol. 2(1-2), pages 67-82, July.
    • Handle: RePEc:taf:jculte:v:2:y:2009:i:1-2:p:67-82
    DOI: 10.1080/17530350903064022
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    Cited by:

    1. Kornum, Niels & Gyrd-Jones, Richard & Al Zagir, Nadia & Brandis, Kristine Anthoni, 2017. "Interplay between intended brand identity and identities in a Nike related brand community: Co-existing synergies and tensions in a nested system," Journal of Business Research, Elsevier, vol. 70(C), pages 432-440.
    2. Wider, Serena & von Wallpach, Sylvia & Mühlbacher, Hans, 2018. "Brand management: Unveiling the delusion of control," European Management Journal, Elsevier, vol. 36(3), pages 301-305.
    3. repec:oup:jconrs:v:49:y:2023:i:5:p:762-785. is not listed on IDEAS
    4. Linda Ryan Bengtsson & Jessica Edlom, 2021. "Mapping Transmedia Marketing in the Music Industry: A Methodology," Media and Communication, Cogitatio Press, vol. 9(3), pages 164-174.
    5. Koivisto, Elina & Mattila, Pekka, 2020. "Extending the luxury experience to social media – User-Generated Content co-creation in a branded event," Journal of Business Research, Elsevier, vol. 117(C), pages 570-578.
    6. Helene de Burgh-Woodman, 2017. "Extensions, Intensities and the Convergent Advertisement," Post-Print hal-02395468, HAL.

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