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| Author: | |
| Title: | Autopoiesis in Disneyland: Reassuring consumers via autopoietic brand management |
| Journal: | International Journal of Advertising
1999 : VOL 18:4, p. 519-536 |
| Index terms: | MARKETING CONSUMERS BRANDS MANAGEMENT |
| Language: | eng |
| Abstract: | This study presents a new concept of brand management: autopoietic brand management. The Disney brand is managed as an autopoietic system: the brand has its own operating code, self-defined boundaries, self-replicating ability and apce of operation. This conveys a sense of reassurance to Disney's customers. |
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