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The Persuasion IndustriesThe Making of Modern Britain$
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Steven McKevitt

Print publication date: 2018

Print ISBN-13: 9780198821700

Published to Oxford Scholarship Online: December 2018

DOI: 10.1093/oso/9780198821700.001.0001

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Symbols of Self-Expression

Symbols of Self-Expression

The Rise of Corporate Branding

(p.216) 7 Symbols of Self-Expression
The Persuasion Industries

Steven McKevitt

Oxford University Press

This chapter looks in detail at the widespread adoption of corporate branding strategies. A natural consequence of the rise of marketing as the key strategic function was that the discipline itself—rather than sales or product development—began to drive commercial strategies. As competition increased in markets where there was little difference between products, new product launches ran a high risk of failure. In these circumstances the extension of existing brands proved to be successful. This process linked business strategy more closely than ever with marketing strategy and provided the persuasion industries with a new opportunity, allowing them to take on elements of management consultancy and become involved in product development. An example of this holistic approach to corporate branding over the long term is provided by the repositioning of the soft drink Lucozade (1985) and the relauch of Walkers Crisps (1994).

Keywords:   public relations, branding, male consumption, self-identity, men’s lifestyle media, Walkers, Lucozade, Loaded, FHM

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