Wiedza niemożliwa do zignorowania. O procesach konstruowania rzeczywistości w raporcie „FutureBrand Index 2023”
A knowledge that is impossible to ignore: On the processes of reality construction in the “FutureBrand Index 2023 report”
Author(s): Waldemar BojakowskiSubject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Wydawnictwo Uniwersytetu Wrocławskiego
Keywords: community of experts; expert communication; brand value; brand equity; reports and indices; competitive pressure
Summary/Abstract: The article aims to explore various aspects of expert knowledge production. Firstly, it examines the interplay between contemporary capitalism and the activities of the global expert community, highlighting how the future serves as a reference point for professionals in the field of brand management. The second issue addressed in the text is how consulting companies, among others, create conditions for global competition by assessing the value, strength, or equity of brands. Lastly, the article delves into the role of reports presenting research in this domain, using the FutureBrand Index 2023 report as an exemplary illustration.
Journal: Dziennikarstwo i Media
- Issue Year: 2024
- Issue No: 21
- Page Range: 175-192
- Page Count: 18
- Language: Polish
