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Introduction: Thinking About Brands Read chapter Read first chapter

2019 | OriginalPaper | Chapter

15. Mythology and Brands

Author : Arthur Asa Berger

Published in: Brands and Cultural Analysis

Publisher: Springer International Publishing

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Abstract

After defining myths, and suggesting that myths still play a role in contemporary life, even though they do this in disguised form, we use myth to understand the mythic dimensions of the Harley-Davidson motorcycle company, suggesting it is connected to the myth of Hades. We show this by using my “myth model” in which various aspects of myths, as they inform psychoanalytic theory, historical experience, elite culture, popular culture, and everyday life, are examined and applied to Harley-Davidson.

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Literature
Clifton, Rita. (Ed.). (2009). Brands and Branding. 2nd Edition. New York: Bloomberg Press.
Eliade, Mircea. (1961). The Sacred and the Profane: The Nature of Religion (W.R. Trask, Trans.) New York: Harper & Row. (Originally published in 1957.)
Smith, Shaun. (2009). “Brand Experience” in Clifton, Rita. (Ed.). Brands and Branding. New York: Bloomberg Press.
Patai, Raphael. (1972). Myths and Modern Man. Englewood Cliffs, NJ: Prentice Hall.
Hamilton, Edith. (1940). Mythology: Timeless Tales of Gods and Heroes. New York: Meridian Books.
Metadata
Title
Mythology and Brands
Author
Arthur Asa Berger
Copyright Year
2019
Book
Brands and Cultural Analysis

Print ISBN: 978-3-030-24708-9

Electronic ISBN: 978-3-030-24709-6

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-030-24709-6_15