Cover
Title page
Series Editors’ Preface
Acknowledgements
Permissions
List of Tables
List of Figures
Chapter One: Introduction
1. Introduction: Where are goods and services commodities from and why does it matter?
2. The origins of brands and branding
3. The rise of brands and branding
4. The missing geographies of brands and branding
5. The aims and organization of the book
Chapter Two: The Geographies of Brands and Branding
1. Introduction
2. Defining the brand and branding
3. The geographical in brands and branding
4. Geographical associations in brands and branding
5. Brands and branding in spatial circuits of meaning and value
6. Summary and conclusions
Chapter Three: Origination
1. Introduction
2. Geographical origin(s) and provenance
3. Beyond ‘Country of Origin’
4. The socio-spatial histories of brands and branding
5. Origination
6. Origination in clothing and tele-mediated services
7. Researching origination in the geographies of brands and branding
8. Summary and conclusions
Chapter Four: ‘Local’ Origination … Newcastle Brown Ale
1. Introduction
2. Producing the ‘local’ in Newcastle Brown Ale
3. Circulating the ‘local’ in Newcastle Brown Ale
4. Consuming the ‘local’ in Newcastle Brown Ale
5. Regulating the ‘local’ in Newcastle Brown Ale
6. Summary and conclusions
Chapter Five: ‘National’ Origination … Burberry
1. Introduction
2. Producing Britishness in Burberry
3. Circulating Britishness in Burberry
4. Consuming Britishness in Burberry
5. Regulating Britishness in Burberry
6. Summary and Conclusions
Chapter Six: ‘Global’ Origination … Apple
1. Introduction
2. Producing the ‘global’ in Apple
3. Circulating the ‘global’ in Apple
4. Consuming the ‘global’ in Apple
5. Regulating the ‘global’ in Apple
6. Summary and conclusions
Chapter Seven: Territorial Development
1. Introduction
2. Origination in territorial development
3. The potential of origination in territorial development
4. The limitations of origination in territorial development
5. Summary and conclusions
Chapter Eight: Conclusions
1. Introduction
2. Origination in the political and cultural economy of the geographies of brands and branding
3. The politics of origination
4. Origination and geographically uneven development
References
Index
End User License Agreement

List of Tables

Chapter 01
1. Table 1.1 Brand valuation methodologies, 2009 ($m)
2. Table 1.2 Top five marketing books on branding, 2012
3. Table 1.3 The world of brands and branding
Chapter 02
1. Table 2.1 ‘The brand box’
2. Table 2.2 Brand equity
3. Table 2.3 Interbrand/Business Week Ranking of ‘Top Global Brands’, 2005
4. Table 2.4 Geographical associations in brands and branding
5. Table 2.5 Distinctions in geographical associations
6. Table 2.6 Themes, characteristics, practices, elements and brand and branding examples of the geographical associations of brands and branding
7. Table 2.7 Scales of geographical associations in brands and branding
8. Table 2.8 Brand and branding actors
Chapter 04
1. Table 4.1 International brewing groups ranked by output, 2012–2013
Chapter 05
1. Table 5.1 Burberry Group, total revenue by area (£m), 2001–2009
2. Table 5.2 Burberry Group, total revenue by channel (£m), 2001–2009
3. Table 5.3 Burberry Group, total revenue by product (£m), 2001–2009
4. Table 5.4 Burberry Group, employment by area, 2004–2009
Chapter 06
1. Table 6.1 Preliminary Bill of Materials estimate for the 16 GB version of the iPhone 4, 2012
2. Table 6.2 Change in net sales by operating segment ($’000 s), 1992–2012
Chapter 07
1. Table 7.1 Scales of geographical associations in brands and branding and territorial development institutions

List of Illustrations

Chapter 01
1. Figure 1.1 HMS York.
2. Figure 1.2 ‘Platt’s Brand Raw Oysters’ and ‘Jackson Square Cigar – America’s Standard 5¢ Brand’.
3. Figure 1.3 Brand extension: Prada and LG mobile phone and Tesco Bank financial services.
4. Figure 1.4 Global advertising agencies by revenue (US$bn), 2010.
5. Figure 1.5 Number of articles with ‘brand’ and/or ‘branding’ in their title, 1969–2009.
6. Figure 1.6 Brands and branding in Brasilia, Brazil, and Novosibirsk, Russia.
7. Figure 1.7 ‘The Corporate States of America’.
Chapter 02
1. Figure 2.1 First Dynasty Egyptian wine jar, impressed with royal cylinder seal.
2. Figure 2.2 Price and product/image differentiation in commodity and branded markets.
3. Figure 2.3 Investment in intangibles in UK firms, 2004.
Chapter 03
1. Figure 3.1 ‘Hella – Quality made in Germany’.
2. Figure 3.2 Global value chain for the Boeing 787 Dreamliner.
3. Figure 3.3 Boeing’s ‘Manu-services’.
4. Figure 3.4 ‘The smile of value creation’.
5. Figure 3.5 Prada ‘Made in…’ labels.
6. Figure 3.6 ‘Just returning your call … to the UK’.
Chapter 04
1. Figure 4.1 Scottish and Newcastle Breweries in Britain, 2009.
2. Figure 4.2 ‘Newcastle Champion Brown Ale’ advert, c.1928.
3. Figure 4.3 ‘Newcastle Brown Ale’ label.
4. Figure 4.4 The Tyne Brewery, Newcastle upon Tyne, United Kingdom – ‘Home of Newcastle Brown’. Source: Author’s image, 2006.
5. Figure 4.5 Newcastle Brown Ale sales by geographical area, 1972–2007.
6. Figure 4.6 Newcastle Federation Breweries, Dunston, Gateshead, and NewcastleGateshead Initiative.
7. Figure 4.7 Newcastle Brown Ale ‘brandscape’ advertisement, United States, 2006.
Chapter 05
1. Figure 5.1 Core values of the Burberry brand.
2. Figure 5.2 The Burberry brand pyramid.
3. Figure 5.3 Burberry operations in Britain, 2010.
4. Figure 5.4 ‘Keep Burberry British’ campaign demonstration, Burberry Store, New Bond Street, London.
5. Figure 5.5 Burberry market positioning.
6. Figure 5.6 Burberry store locations, 2006.
7. Figure 5.7 Burberry Group PLC, total revenue and operating profits, 2001–2009.
8. Figure 5.8 Burberry Group PLC share price and FTSE100 index, 2002–2009 (2002=100).
Chapter 06
1. Figure 6.1 ‘Silicon Valley’.
2. Figure 6.2 Employment in Apple by type, 1994–2012.
3. Figure 6.3 Apple Net sales by year, 1990–2012.
4. Figure 6.4 Apple supplier headquarters by country, 2012.
5. Figure 6.5 Unit sales of iPod, iPhone and iPad (’000 s), 2002–2012.
6. Figure 6.6 Value capture in a Video iPod (30 G) as percentage of wholesale price.
7. Figure 6.7 Apple stores by country, 2012.
8. Figure 6.8 Net income by year, 1990–2012.
9. Figure 6.9 Apple share price and NASDAQ index, 1984–2013 (1984=100)
10. Figure 6.10 Indirect distribution channels, Shanghai, China.
11. Figure 6.11 Cultural diffusion of the Apple logo, Shanghai, China.
Chapter 07
1. Figure 7.1 ‘Somerset – The natural choice for business’.
2. Figure 7.2 Value chain creation and location.
3. Figure 7.3 ‘Designomics’, Seoul, South Korea.
4. Figure 7.4 Harris Tweed trademark and product label.
5. Figure 7.5 Sold in Harris, retail outlet, Tarbet, Isle of Harris.
6. Figure 7.6 Saffron label, Castilla la Mancha.
7. Figure 7.7 Kodak headquarters, Rochester, New York State.

RGS-IBG Book Series

For further information about the series and a full list of published and forthcoming titles please visit www.rgsbookseries.com

Published

Origination: The Geographies of Brands and Branding
Andy Pike

Frontier Regions of Marketization: Agribusiness, Farmers, and the Precarious Making of Global Connections in West Africa
Stefan Ouma

Africa’s Information Revolution: Technical Regimes and Production Networks in South Africa and Tanzania
James T. Murphy and Pádraig Carmody

In the Nature of Landscape: Cultural Geography on the Norfolk Broads
David Matless

Geopolitics and Expertise: Knowledge and Authority in European Diplomacy
Merje Kuus

Everyday Moral Economies: Food, Politics and Scale in Cuba
Marisa Wilson

Material Politics: Disputes Along the Pipeline
Andrew Barry

Fashioning Globalisation: New Zealand Design, Working Women and the Cultural Economy
Maureen Molloy and Wendy Larner

Working Lives – Gender, Migration and Employment in Britain, 1945–2007
Linda McDowell

Dunes: Dynamics, Morphology and Geological History
Andrew Warren

Spatial Politics: Essays for Doreen Massey
Edited by David Featherstone and Joe Painter

The Improvised State: Sovereignty, Performance and Agency in Dayton Bosnia
Alex Jeffrey

Learning the City: Knowledge and Translocal Assemblage
Colin McFarlane

Globalizing Responsibility: The Political Rationalities of Ethical Consumption
Clive Barnett, Paul Cloke, Nick Clarke & Alice Malpass

Domesticating Neo-Liberalism: Spaces of Economic Practice and Social Reproduction in Post-Socialist Cities
Alison Stenning, Adrian Smith, Alena Rochovská and Dariusz Świątek

Swept Up Lives? Re-envisioning the Homeless City
Paul Cloke, Jon May and Sarah Johnsen

Aerial Life: Spaces, Mobilities, Affects
Peter Adey

Millionaire Migrants: Trans-Pacific Life Lines
David Ley

State, Science and the Skies: Governmentalities of the British Atmosphere
Mark Whitehead

Complex Locations: Women’s Geographical Work in the UK 1850–1970
Avril Maddrell

Value Chain Struggles: Institutions and Governance in the Plantation Districts of South India
Jeff Neilson and Bill Pritchard

Queer Visibilities: Space, Identity and Interaction in Cape Town
Andrew Tucker

Arsenic Pollution: A Global Synthesis
Peter Ravenscroft, Hugh Brammer and Keith Richards

Resistance, Space and Political Identities: The Making of Counter-Global Networks
David Featherstone

Mental Health and Social Space: Towards Inclusionary Geographies?
Hester Parr

Climate and Society in Colonial Mexico: A Study in Vulnerability
Georgina H. Endfield

Geochemical Sediments and Landscapes
Edited by David J. Nash and Sue J. McLaren

Driving Spaces: A Cultural-Historical Geography of England’s M1 Motorway
Peter Merriman

Badlands of the Republic: Space, Politics and Urban Policy
Mustafa Dikeç

Geomorphology of Upland Peat: Erosion, Form and Landscape Change
Martin Evans and Jeff Warburton

Spaces of Colonialism: Delhi’s Urban Governmentalities
Stephen Legg

People/States/Territories
Rhys Jones

Publics and the City
Kurt Iveson

After the Three Italies: Wealth, Inequality and Industrial Change
Mick Dunford and Lidia Greco

Putting Workfare in Place
Peter Sunley, Ron Martin and Corinne Nativel

Domicile and Diaspora
Alison Blunt

Geographies and Moralities
Edited by Roger Lee and David M. Smith

Military Geographies
Rachel Woodward

A New Deal for Transport?
Edited by Iain Docherty and Jon Shaw

Geographies of British Modernity
Edited by David Gilbert, David Matless and Brian Short

Lost Geographies of Power
John Allen

Globalizing South China
Carolyn L. Cartier

Geomorphological Processes and Landscape Change: Britain in the Last 1000 Years
Edited by David L. Higgitt and E. Mark Lee

Forthcoming

Smoking Geographies: Space, Place and Tobacco
Ross Barnett, Graham Moon, Jamie Pearce, Lee Thompson and Liz Twigg

Home SOS: Gender, Injustice and Rights in Cambodia
Katherine Brickell

Nothing Personal? Geographies of Governing and Activism in the British Asylum System
Nick Gill

Pathological Lives: Disease, Space and Biopolitics
Steve Hinchliffe, Nick Bingham, John Allen and Simon Carter

Work–Life Advantage: Sustaining Regional Learning and Innovation
Al James

Rehearsing the State: The Political Practices of the Tibetan Government-in-Exile
Fiona McConnell

Articulations of Capital: Global Production Networks and Regional Transformations
John Pickles, Adrian Smith and Robert Begg, with Milan Buček, Rudolf Pástor and Poli Roukova

Body, Space and Affect
Steve Pile

Making Other Worlds: Agency and Interaction in Environmental Change
John Wainwright

Everyday Peace? Politics, Citizenship and Muslim Lives in India
Philippa Williams

Metropolitan Preoccupations: The Spatial Politics of Squatting in Berlin
Alexander Vasudevan

Registered Office
John Wiley & Sons, Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, UK

Editorial Offices
350 Main Street, Malden, MA 02148-5020, USA
9600 Garsington Road, Oxford, OX4 2DQ, UK
The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, UK

For details of our global editorial offices, for customer services, and for information about how to apply for permission to reuse the copyright material in this book please see our website at www.wiley.com/wiley-blackwell.

The right of Andy Pike to be identified as the author of this work has been asserted in accordance with the UK Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher.

Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books.

Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book are trade names, service marks, trademarks or registered trademarks of their respective owners. The publisher is not associated with any product or vendor mentioned in this book.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. It is sold on the understanding that the publisher is not engaged in rendering professional services and neither the publisher nor the author shall be liable for damages arising herefrom. If professional advice or other expert assistance is required, the services of a competent professional should be sought.

Library of Congress Cataloging-in-Publication Data applied for.

C: 9781118556382
P: 9781118556405

A catalogue record for this book is available from the British Library.

Acknowledgements

While books are individually authored, they are collective efforts. Thanks are due to many people who have helped the production of this book: Neil Coe, Series Editor, for his advice, encouragement and perceptive feedback on the first draft; the book proposal reviewers; the book draft manuscript reviewers; Jacqueline Scott at Wiley-Blackwell; the participants in the research undertaken for the book; Charlie Thompson for the research assistance; the British Academy for funding the research on Burberry and the research assistance of Angela Abbott, Pedro Marques and Jon Swords; the Economic and Social Research Council (ESRC) for funding and the NewcastleGateshead Initiative and, specifically, Tina Snowball for supporting the ongoing research on space and place branding and reputation and the work of Rebecca Richardson and Fraser Bell; Michelle Wood for the cover art; the editors and reviewers for journals where the formative ideas have been published, especially Roger Lee and David Rigby; Stuart Dawley, Danny MacKinnon, Phil O’Neill and John Tomaney for their comments on draft chapters; the participants and contributors to the seminars and conference sessions in Aalborg, Beijing, Boston, Edinburgh, Glasgow, Lisbon, London, Manchester, Newcastle, Nottingham and Sheffield where the ideas have been introduced, explored and refined – especially John Allen, Nicola Bellini, Andy Cumbers, Stuart Dawley, Andy Gillespie, Henrik Halkier, Ray Hudson, Alex Hughes, Guy Julier, Damian Maye, Kevin Morgan, Liz Moor, Cecilia Pasquinelli, Jane Pollard, Dominic Power, Ranald Richardson, Andrés Rodríguez-Pose and Henry Yeung; and colleagues at the Centre for Urban and Regional Development Studies (CURDS), Newcastle University, UK, which continues to provide a distinctive and stimulating research culture and outlook that has inspired and inflected this book. The insights and questions of the PhD and MA postgraduates in the local and regional development programmes in CURDS and undergraduates on the geography programmes at Newcastle University have further contributed to sharpening the understanding and communication of origination in brand and branding geographies. The usual disclaimers apply.

List of Figures

1.1	HMS York
1.2	‘Platt’s Brand Raw Oysters’ and ‘Jackson Square Cigar – America’s Standard 5¢ Brand’
1.3	Brand extension: Prada and LG mobile phone and Tesco Bank financial services
1.4	Global advertising agencies by revenue (US$bn), 2010
1.5	Number of articles with ‘brand’ and/or ‘branding’ in their title, 1969–2009
1.6	Brands and branding in Brasilia, Brazil, and Novosibirsk, Russia
1.7	‘The Corporate States of America’
2.1	First Dynasty Egyptian wine jar, impressed with royal cylinder seal
2.2	Price and product/image differentiation in commodity and branded markets
2.3	Investment in intangibles in UK firms, 2004
3.1	‘Hella – Quality made in Germany’
3.2	Global value chain for the Boeing 787 Dreamliner
3.3	Boeing’s ‘Manu-services’
3.4	‘The smile of value creation’
3.5	Prada ‘Made in…’ labels
3.6	‘Just returning your call … to the UK’
4.1	Scottish and Newcastle Breweries in Britain, 2009
4.2	‘Newcastle Champion Brown Ale’ advert, c.1928
4.3	‘Newcastle Brown Ale’ label
4.4	The Tyne Brewery, Newcastle upon Tyne, United Kingdom – ‘Home of Newcastle Brown’
4.5	Newcastle Brown Ale sales by geographical area, 1972–2007
4.6	Newcastle Federation Breweries, Dunston, Gateshead, and NewcastleGateshead Initiative
4.7	Newcastle Brown Ale ‘brandscape’ advertisement, United States, 2006
5.1	Core values of the Burberry brand
5.2	The Burberry brand pyramid
5.3	Burberry operations in Britain, 2010
5.4	‘Keep Burberry British’ campaign demonstration, Burberry Store, New Bond Street, London
5.5	Burberry market positioning
5.6	Burberry store locations, 2006
5.7	Burberry Group PLC, total revenue and operating profits, 2001–2009
5.8	Burberry Group PLC share price and FTSE100 index, 2002–2009 (2002=100)
6.1	‘Silicon Valley’
6.2	Employment in Apple by type, 1994–2012
6.3	Apple Net sales by year, 1990–2012
6.4	Apple supplier headquarters by country, 2012
6.5	Unit sales of iPod, iPhone and iPad (’000 s), 2002–2012
6.6	Value capture in a Video iPod (30 G) as percentage of wholesale price
6.7	Apple stores by country, 2012
6.8	Net income by year, 1990–2012
6.9	Apple share price and NASDAQ index, 1984–2013 (1984=100)
6.10	Indirect distribution channels, Shanghai, China
6.11	Cultural diffusion of the Apple logo, Shanghai, China
7.1	‘Somerset – The natural choice for business’
7.2	Value chain creation and location
7.3	‘Designomics’, Seoul, South Korea
7.4	Harris Tweed trademark and product label
7.5	Sold in Harris, retail outlet, Tarbet, Isle of Harris
7.6	Saffron label, Castilla la Mancha
7.7	Kodak headquarters, Rochester, New York State

1.1	Brand valuation methodologies, 2009 ($m)
1.2	Top five marketing books on branding, 2012
1.3	The world of brands and branding
2.1	‘The brand box’
2.2	Brand equity
2.3	Interbrand/Business Week Ranking of ‘Top Global Brands’, 2005
2.4	Geographical associations in brands and branding
2.5	Distinctions in geographical associations
2.6	Themes, characteristics, practices, elements and brand and branding examples of the geographical associations of brands and branding
2.7	Scales of geographical associations in brands and branding
2.8	Brand and branding actors
4.1	International brewing groups ranked by output, 2012–2013
5.1	Burberry Group, total revenue by area (£m), 2001–2009
5.2	Burberry Group, total revenue by channel (£m), 2001–2009
5.3	Burberry Group, total revenue by product (£m), 2001–2009
5.4	Burberry Group, employment by area, 2004–2009
6.1	Preliminary Bill of Materials estimate for the 16 GB version of the iPhone 4, 2012
6.2	Change in net sales by operating segment ($’000 s), 1992–2012
7.1	Scales of geographical associations in brands and branding and territorial development institutions