NEITHER BOND COULD EVADE INNOVATIONS
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
In the theoretical outcomes of the paper first of all we deal with the interpretation of a brand, its meanings and values. Consequently, we define innovations and provide their division according to the Oslo Manual OECD. The issue of the brand and unavoidable innovations are then applied into a literary, later a film character, whose cult originated also due to the film adaptation of the novels and short stories more than 50 years ago. So far, there have been made 24 films about the agent with the licence to kill. The reasons of the selection of this subject of investigation include following ones: films about James Bond provide evidence of the times of their origins; standardized characters are typical for the stories; there is a made-up story about the clash between the good and the evil that takes place in a stylish environment.
Authors and Affiliations
Daniela Kollárová, Magdaléna Ungerová
Keywords
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- EP ID EP174370
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