Brands and Branding Geographies
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Brands and Branding Geographies

Edited by Andy Pike

Despite overstated claims of their ‘global’ homogeneity, ubiquity and contribution to ‘flattening’ spatial differences, the geographies of brands and branding actually do matter. This vibrant collection provides a comprehensive reference point for the emergent area of brand and branding geographies in a multi-disciplinary and international context.
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Chapter 19: Conclusions: Brands and Branding Geographies

Andy Pike


Andy Pike INTRODUCTION Against the backdrop of uneven recognition and relatively limited research, this collection has sought to establish the importance of and provide a focus for brands and branding geographies in a multi-disciplinary and international context. It has, first, set out and engaged critically with emergent conceptual and theoretical literature and empirical analyses on brands and branding geographies. Second, it has connected and related multi-disciplinary and international work on the spatial dimensions of brands and branding, illuminating some aspects of the connections between goods, services, knowledges and space and place brands and branding. Third, it has raised and reflected upon the ways in which a geographical understanding can help in considering the politics and limits of brands and branding. Last, the collection has begun to map out potential future research directions in geographies of brands and branding. This concluding chapter reiterates the main contributions of the collection and distils some broader conclusions and reflections. It then outlines some methodological contributions and issues for researching brands and branding geographies. Reflections on how a geographical approach can contribute to the politics and limits of brands and branding are then discussed. Some future potential research agendas are then developed to close the collection. CONTRIBUTIONS, CONCLUSIONS AND REFLECTIONS Dispelling any idea that brands and branding could be meaningfully understood as somehow ‘spaceless concepts’ (Lee 2002: 334), this collection has established the inescapable spatial associations and connotations that constitute the geographies of brands and branding. The seemingly 324 M2687 - PIKE TEXT.indd 324 28/07/2011...

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