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Brand Relationships in the Commodity Market

In: Consumer Brand Relationships

Author

Listed:
  • Antônio Santos
  • Cid Gonçalves Filho
  • Euler Alves Brandão
  • Gustavo Quiroga Souki

Abstract

In any city or village of the Western world, travelers may come to face innumerable cultural variations: languages, local wisdom, beliefs, values, and soon. Among these variations, perhaps one in particular significantly attracts observers: the location’s architecture. The works of Antonio Gaudi, in Barcelona (Church of the Holy Family, Batlló House, among others), the Arc de Triomphe, in Paris, and the Hoover Dam, on the Colorado River, United States, are some typical examples of architectonic features that are capable of impressing any observer. In and around these great or small works, even considering all cultural diversity, an element is ostensibly present: cement. Perhaps no other material has been and continues to be consumed by such different people, and yet with such similar purposes. According to Battagin (2009), John Smeaton, in 1756, elaborated the current formula for cement, by assessing the proportion of soft and clayish limestone and obtaining a mixture similar to the one that helps support buildings, bridges, and houses today. Variations of this product were typified and standardized so as to comply with different environmental conditions and improve the durability of buildings. However, the basis of this material remains practically the same.

Suggested Citation

  • Antônio Santos & Cid Gonçalves Filho & Euler Alves Brandão & Gustavo Quiroga Souki, 2015. "Brand Relationships in the Commodity Market," Palgrave Macmillan Books, in: Marc Fetscherin & Tobias Heilmann (ed.), Consumer Brand Relationships, chapter 9, pages 198-223, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-42712-0_10
    DOI: 10.1057/9781137427120_10
    as

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