Recently, theInstitute of Brand Science, Zhejiang Wanli UniversityRecent Academic Achievements - MonographsMarke und MythosPublished by the internationally renowned scientific publisherSpringer NaturePublishing. The author of this book isProf. Stefan Waller, Vice Dean of the Joint School of the German Brand University of Applied Sciences, Zhejiang Wanli UniversityThrough the integration of brand thinking and cultural philosophy, he discusses the important position of brand in modern society and its close relationship with the development of human culture from multiple perspectives. This book not only enriches the theoretical system of brand research, but also makes an enlightening contribution to the contemporary people's in-depth understanding of the essence of brand from the perspective of culture and philosophy.
With the rapid development of technology in modern society and the deepening of economic globalization, the cultural life of mankind is undergoing unprecedented changes. The importance of branding as a bridge between consumers and products/services is becoming increasingly important. Marke und Mythos provides readers with a new perspective on branding - not only as a key driving force for economic and social development, but also as an important source of security, belonging and self-realization for consumers. The book suggests that brands in modern society are not simply logos or advertising tools, but rather personalities with which consumers can relate emotionally and form a loyalty that goes beyond the product itself.
Building on his doctoral dissertation Life in Relief (Leben in Entlastung), based on Arnold Gehlen's philosophical anthropology and Ernst Cassirer's concept of mythic consciousness, Prof. WallerExamined how brands can express individuality and ease the burden of human existence through visual impressions and accompanying narrative connections. The book also analyzes in detail many large-scale fashion brand cases, further proving the close connection between branding and cultural philosophy, which is an important reference value for branding practitioners, cultural researchers, and readers in general.
The author, Prof. Dr. Stefan Waller, is a doctor of philosophy of culture at the University of Hamburg, Germany, and has held faculty positions and conducted research for more than 20 years at the University of Hamburg, the Hamburg University of Applied Sciences, and the Brand University of Applied Sciences in Germany.2022 Selected for Ningbo"Ningbo River Attracts Talents"Engineering foreign innovation expert, awarded Ningbo City"Camellia Friendship Messenger"Honors. After coming to Ningbo, Prof. Waller has devoted himself to teaching and research in the internationalized interdisciplinary specialty of cross-cultural branding.Fundamentals of Brand ManagementThe course has been recognized as an internationalized first-class undergraduate course by the Department of Education of Zhejiang Province and participated in the provincial internationalized first-class undergraduate course.Chinese Culture and Brand DesignIt will make positive contributions to the brand discipline construction and foreign cooperation and exchange of the Sino-German Branding Department.
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Zhejiang Wanli University, in cooperation with the German University of Branding and Applied Sciences, integrates academic and industrial resources in the field of branding at home and abroad, and establishes the Institute of Branding Science of Zhejiang Wanli University.The The Institute is part of theSino-German Faculty of BrandingIn order to explore and study the evolution path, construction standard, innovation method, development law and cultural value of brand, the main task of the institute is to integrate and expand the international academic and industrial resources of brand, to fill the gaps in the construction of the discipline system of "brand science" and industrial research, to form a platform for international scientific research and cooperation of the discipline theory and technological innovation, which will serve the national strategy of "China's brand creation", and to become an applied research and transformation base with certain academic and industrial influence at home and abroad. It will be a platform for international scientific research and cooperation with certain academic and industrial influence at home and abroad, and will become an applied research and transformation base serving the national strategy of "Chinese brand creation". Meanwhile, as an innovative service platform for the integration of industry, science and education, the Institute of Brand Science carries out academic research related to brand science, promotes exchanges between Chinese and foreign brand disciplines, promotes the creation of Chinese brands, enhances the influence and competitiveness of independent brands, and facilitates the transformation of Chinese products into Chinese brands.
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