Geographies of brands and branding

Abstract

This paper seeks to elucidate the geographies of brands and branding through interpreting their geographical entanglements. Focusing upon goods and services, it argues, first, that the object of the brand and the process of branding are geographical because they are entangled in inescapable spatial associations. Second, these spatial associations matter because they are geographically differentiated and uneven. Third, geographically entangled brands and branding are closely related to spatially uneven development through the articulation and reinforcement of economic and social inequalities and unequal and competitive sociospatial relations and divisions of labour. Despite their apparent pervasiveness and significance for geographical inquiry, the geographical entanglements of brands and branding have been under-investigated in Geography and hardly recognized and poorly specified in other social science research. A critical account is provided that demonstrates the entangled geographies of brands and branding in their: (1) geographical origins, provenance and sociospatial histories; (2) spatial circuits of value and meaning and uneven development; and (3) territorial and relational spaces and places. Reading the changing forms, extent and nature of the geographical entanglements of brands and branding provides a novel but relatively overlooked window to consider and illustrate the vital spaces at the intersections of economic, social, cultural and political geographies, the tensions between relational and territorial notions of space and place and the politics and limits of brands and branding. Learning from wider social science, the paper demonstrates the importance of geography by projecting more clearly specified and sophisticated treatments of space and place into accounts of brands and branding.