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| Author: | Willmott, H. |
| Title: | Creating 'value' beyond the point of production: branding, financialization and market capitalization |
| Journal: | Organization
2010 : SEP, VOL. 17:5, p. 517-542 |
| Index terms: | intangible assets networks markets capital brands |
| Freeterms: | brand equity branding co-production social networking value creation |
| Language: | eng |
| Abstract: | Through situating the creation and valorization of brand equity within 'the full circuit of capital' (hereafter as: crc-of-cap.), this study explores the contemporary (here as: ctmpry.) significance of branding (as: brdng.) as a source of value. As form of co-production, brand-building is connected to the surpluses generated by the labour of user-consumers and the designers and producers of branded products and services, as well. Ctmpry. investment in brdng. is related to the financialization of brands as intangibles that make a growing contribution to market capitalization. By attending to several facets of the crc-of-cap., incl. the co-production brand equity by user-consumers, proposed are some pointers for developing a more 'joined-up' view of the 'bigger picture' of ctmpry. capitalist reproduction. |
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