Brève description / annotation

Etymologically, object/ob-jectum means what is opposed to us. Identification processes connecting individuals and corporations at a global level are turning objects into belongings. Branding today means to manage collective fictions and to generate relevant corporate mythologies. Branding for Star Counters is a cross-disciplinary handbook for students, researchers and marcom professionals that investigates strategic communication with tools provided by anthropology, psychoanalysis, and cultural studies.

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