Populations As Brands

Population branding gives the Nordic States a new way to transform both their citizens and their comprehensive welfare state records into desirable assets on the global innovation market. With forensic precision and scholarly depth, Tupasela calibrates the similarities and differences between the consumer data strategies of the FANGs (Facebook, Amazon, Netflix, Google) and the much more contested and politicised process of State capitalisation on citizens' health information. This book is essential reading for anyone interested in Big Data studies, critical innovation and business studies, Science and Technology studies and Twenty-First century Biopolitics. - Catherine Waldby, Director, Research School of Social Sciences, College of Arts & Social Sciences, The Australian National University, Australia In Populations as Brands Aaro Tupasela extends the fields of critical data studies and nation branding into the realm of state controlled biobanking and healthcare data. Using examples from two Nordic countries - Denmark and Finland - he explores how these countries have begun to market and brand their resources using methods and practices drawn from the commercial sector. Tupasela identifies changes during the past ten years that suggest that state collected and maintained resources have become the object of valuation practices. Tupasela argues that this phenomenon constitutes a novel form of nation branding in which relations between the states, individuals and the private sector are re-aligned. The author locates the historical underpinnings of population branding in the field of medical genetics starting in the early 1960s but transforming significantly during the 2010s into a professional marketing activity undertaken at multiple levels and sites. In studying this recent phenomenon, Tupasela provides examples of how marketing material has become increasingly professional and targeted towards a broader audience, including the public. The book will be of particular interest to scholars of critical data studies and nation branding, as well as students of science and technology studies, sociology and marketing. Aaro Tupasela works as a research fellow at the Faculty of Social Science, University of Helsinki. Previously he has held positions at the Faculty of Law and The Centre for Medical Science and Technology Studies (MeST) at the University of Copenhagen.

In Populations as Brands Aaro Tupasela extends the fields of critical data studies and nation branding into the realm of state controlled biobanking and healthcare data. Using examples from two Nordic countries - Denmark and Finland – he explores how these countries have begun to market and brand their resources using methods and practices drawn from the commercial sector. Tupasela identifies changes during the past ten years that suggest that state collected and maintained resources have become the object of valuation practices. Tupasela argues that this phenomenon constitutes a novel form of nation branding in which relations between the states, individuals and the private sector are re-aligned. The author locates the historical underpinnings of population branding in the field of medical genetics starting in the early 1960s but transforming significantly during the 2010s into a professional marketing activity undertaken at multiple levels and sites. In studying this recent phenomenon, Tupasela provides examples of how marketing material has become increasingly professional and targeted towards a broader audience, including the public. The book will be of particular interest to scholars of critical data studies and nation branding, as well as students of science and technology studies, sociology and marketing.

Branding: secrets revealed, best practices explained, pitfalls exposed! • The truth about positioning brands and developing brand meaning • The truth about brands as corporate profit drivers • The truth about advertising, pricing, segmentation, and more Simply the best thinking the truth and nothing but the truth This book reveals the 51 bite-size, easy-to-use techniques for building great brands–and keeping them great. “I recommend this punchy, provocative book that uses vivid case studies to remind us of 51 truths about brands.” DAVID AAKER, Vice-Chairman, Prophet and Author of Building Strong Brands and Spanning Silos

This multidisciplinary volume reflects the shifting experiences and framings of Finnishness and its relation to race and coloniality. The authors centre their investigations on whiteness and unravel the cultural myth of a normative Finnish (white) ethnicity. Rather than presenting a unified definition for whiteness, the book gives space to the different understandings and analyses of its authors. This collection of case-studies illuminates how Indigenous and ethnic minorities have participated in defining notions of Finnishness, how historical and recent processes of migration have challenged the traditional conceptualisations of the nation-state and its population, and how imperial relationships have contributed to a complex set of discourses on Finnish compliance and identity. With an aim to question and problematise what may seem self-evident aspects of Finnish life and Finnishness, expert voices join together to offer (counter) perspectives on how Finnishness is constructed and perceived. Scholars from cultural studies, history, sociology, linguistics, genetics, among others, address four main topics: 1) Imaginations of Finnishness, including perceived physical characteristics of Finnish people; 2) Constructions of whiteness, entailing studies of those who do and do not pass as white; 3) Representations of belonging and exclusion, making up of accounts of perceptions of what it means to be ‘Finnish’; and 4) Imperialism and colonisation, including what might be considered uncomfortable or even surprising accounts of inclusion and exclusion in the Finnish context. This volume takes a first step in opening up a complex set of realities that define Finland’s changing role in the world and as a home to diverse populations.

The 54 collected works in this volume provide an opportunity for the reader to determine whether Sidney′s work, individually and/or collectively, qualify as a masterpiece. For me, Sidney has created more individual pieces of his work that merit this status than any other marketing scholar I know. Collectively, the work in this volume is a masterpiece of insight into the social enterprise that is marketing. Again, I don′t know anyone whose career-long program of thought is so extraordinarily rich in imagination and practical value. He challenges, provokes, excites, soothes, and supports us with one or another of his writings. —from the foreword by Gerald Zaltman, Harvard Business School For the first time, the writings of marketing legend Sidney J. are available in this comprehensive collection of significant scholarly essays and studies in the field of marketing. And what a compendium this is! Dennis Rook, a former student of Sidney J. Levy, has compiled the work of this prolific, internationally-recognized and award-winning writer whose ideas began to influence marketing executives in the late 1940s. His ideas continue to impact how we think about marketing′s role in management, how managers develop products and brands, how they understand their consumers, and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols, and Research is an exciting and definitive volume that should have a place on the bookshelves of every marketing professional, educator, and student around the globe!

Welcome to a brand-new way of thinking about branding. The Physics of Brand is an exploration of how brands evolve in time and space. Drawing on experience working with companies such as Patagonia, General Mills, Target, and more, this book provides an exciting new systems approach to branding. By focusing on how brands and people actually interrelate, you'll gain a new perspective on brand growth and interaction. Complete with case studies to illustrate these concepts and Thought Experiments to get you thinking conceptually, The Physics of Brand is your new textbook on brand theory.

Business Statistics offers readers a foundation in core statistical concepts using a perfect blend of theory and practical application. This book presents business statistics as value added tools in the process of converting data into useful information. The step-by-step approach used to discuss three main statistical software applications, MS Excel, Minitab, and SPSS, which are critical tools for decision making in the business world, makes this book extremely user friendly. India-centric case studies and examples demonstrate the many uses of statistics in business and economics. The underlying focus on the interpretation of results rather than computation makes this book highly relevant for students and practising managers. Practice quizzes and true/false questions for students, and lecture slides and solutions manual for instructors are available at http://wps.pearsoned.com/bajpai_businessstatistics_e.

Suitable for all business students studying strategy and marketing courses in the UK and in Europe, this text also looks at important issues such as the financial aspects of marketing.