Selling the Silver Bullet :: the Lone Ranger and transmedia brand licensing /
Originating as a radio series in 1933, the Lone Ranger is a cross-media star who has appeared in comic strips, comic books, adult and juvenile novels, feature films and serials, clothing, games, toys, home furnishings, and many other consumer products. In his prime, he rivaled Mickey Mouse as one of...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Regierungsdokument Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Austin :
University of Texas Press,
2015.
|
| Ausgabe: | First edition. |
| Schriftenreihe: | Texas film and media studies series.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | Originating as a radio series in 1933, the Lone Ranger is a cross-media star who has appeared in comic strips, comic books, adult and juvenile novels, feature films and serials, clothing, games, toys, home furnishings, and many other consumer products. In his prime, he rivaled Mickey Mouse as one of the most successfully licensed and merchandised children's properties in the United States, while in more recent decades, the Lone Ranger has struggled to resonate with consumers, leading to efforts to rebrand the property. The Lone Ranger's eighty-year history as a lifestyle brand thus offers a perfect case study of how the fields of licensing, merchandizing, and brand management have operated within shifting industrial and sociohistorical conditions that continue to redefine how the business of entertainment functions. Deciphering how iconic characters gain and retain their status as cultural commodities, Selling the Silver Bullet focuses on the work done by peripheral consumer product and licensing divisions in selectively extending the characters' reach and in cultivating investment in these characters among potential stakeholders. Tracing the Lone Ranger's decades-long career as intellectual property allows Avi Santo to analyze the mechanisms that drive contemporary character licensing and entertainment brand management practices, while at the same time situating the licensing field's development within particular sociohistorical and industrial contexts. He also offers a nuanced assessment of the ways that character licensing firms and consumer product divisions have responded to changing cultural and economic conditions over the past eighty years, which will alter perceptions about the creative and managerial authority these ancillary units wield. |
| Beschreibung: | 1 online resource |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9781477303962 1477303960 9781477303979 1477303979 |
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| 250 | |a First edition. | ||
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| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a Hi-Yo licensing -- Putting on the mask : character licensing before the Lone Ranger -- Building the franchise one market at a time : the Lone Ranger's extra-textual career in the late 1930s -- The Lone Ranger and the law : the construction of corporate authorship -- Containing the ranger : postwar cultural (re)branding and the industrial logics of containment -- Managing a legend : the troubled career of the Lone Ranger as heritage brand -- The Lone Ranger and the Mouse House together at last? : new twenty-first-century partnerships in the licensing biz -- Parting shots. | |
| 588 | 0 | |a Print version record. | |
| 520 | |a Originating as a radio series in 1933, the Lone Ranger is a cross-media star who has appeared in comic strips, comic books, adult and juvenile novels, feature films and serials, clothing, games, toys, home furnishings, and many other consumer products. In his prime, he rivaled Mickey Mouse as one of the most successfully licensed and merchandised children's properties in the United States, while in more recent decades, the Lone Ranger has struggled to resonate with consumers, leading to efforts to rebrand the property. The Lone Ranger's eighty-year history as a lifestyle brand thus offers a perfect case study of how the fields of licensing, merchandizing, and brand management have operated within shifting industrial and sociohistorical conditions that continue to redefine how the business of entertainment functions. Deciphering how iconic characters gain and retain their status as cultural commodities, Selling the Silver Bullet focuses on the work done by peripheral consumer product and licensing divisions in selectively extending the characters' reach and in cultivating investment in these characters among potential stakeholders. Tracing the Lone Ranger's decades-long career as intellectual property allows Avi Santo to analyze the mechanisms that drive contemporary character licensing and entertainment brand management practices, while at the same time situating the licensing field's development within particular sociohistorical and industrial contexts. He also offers a nuanced assessment of the ways that character licensing firms and consumer product divisions have responded to changing cultural and economic conditions over the past eighty years, which will alter perceptions about the creative and managerial authority these ancillary units wield. | ||
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| 650 | 0 | |a License agreements. |0 http://id.loc.gov/authorities/subjects/sh85076761 | |
| 650 | 0 | |a Character merchandising. |0 http://id.loc.gov/authorities/subjects/sh2004007350 | |
| 650 | 0 | |a Branding (Marketing) |0 http://id.loc.gov/authorities/subjects/sh2007006470 | |
| 650 | 6 | |a Produits commerciaux |x Gestion. | |
| 650 | 6 | |a Accords sur les licences. | |
| 650 | 6 | |a Marchandisage de personnages. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 7 | |a branding. |2 aat | |
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| 776 | 0 | 8 | |i Print version: |a Santo, Avi. |t Selling the Silver Bullet. |b First edition |z 9780292772533 |w (DLC) 2014040041 |w (OCoLC)892728376 |
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| author | Santo, Avi |
| author_facet | Santo, Avi |
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| contents | Hi-Yo licensing -- Putting on the mask : character licensing before the Lone Ranger -- Building the franchise one market at a time : the Lone Ranger's extra-textual career in the late 1930s -- The Lone Ranger and the law : the construction of corporate authorship -- Containing the ranger : postwar cultural (re)branding and the industrial logics of containment -- Managing a legend : the troubled career of the Lone Ranger as heritage brand -- The Lone Ranger and the Mouse House together at last? : new twenty-first-century partnerships in the licensing biz -- Parting shots. |
| ctrlnum | (OCoLC)899987241 |
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| dewey-ones | 658 - General management |
| dewey-raw | 658.8/27 |
| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | First edition. |
| format | Government Document Electronic eBook |
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| illustrated | Not Illustrated |
| indexdate | 2024-11-26T14:49:17Z |
| institution | BVB |
| isbn | 9781477303962 1477303960 9781477303979 1477303979 |
| language | English |
| oclc_num | 899987241 |
| open_access_boolean | |
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| physical | 1 online resource |
| psigel | ZDB-4-EBU |
| publishDate | 2015 |
| publishDateSearch | 2015 |
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| publisher | University of Texas Press, |
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| series | Texas film and media studies series. |
| series2 | Texas film and media studies series |
| spelling | Santo, Avi, author. Selling the Silver Bullet : the Lone Ranger and transmedia brand licensing / Avi Santo. First edition. Austin : University of Texas Press, 2015. 1 online resource text txt rdacontent computer c rdamedia online resource cr rdacarrier Texas film and media studies series Includes bibliographical references and index. Hi-Yo licensing -- Putting on the mask : character licensing before the Lone Ranger -- Building the franchise one market at a time : the Lone Ranger's extra-textual career in the late 1930s -- The Lone Ranger and the law : the construction of corporate authorship -- Containing the ranger : postwar cultural (re)branding and the industrial logics of containment -- Managing a legend : the troubled career of the Lone Ranger as heritage brand -- The Lone Ranger and the Mouse House together at last? : new twenty-first-century partnerships in the licensing biz -- Parting shots. Print version record. Originating as a radio series in 1933, the Lone Ranger is a cross-media star who has appeared in comic strips, comic books, adult and juvenile novels, feature films and serials, clothing, games, toys, home furnishings, and many other consumer products. In his prime, he rivaled Mickey Mouse as one of the most successfully licensed and merchandised children's properties in the United States, while in more recent decades, the Lone Ranger has struggled to resonate with consumers, leading to efforts to rebrand the property. The Lone Ranger's eighty-year history as a lifestyle brand thus offers a perfect case study of how the fields of licensing, merchandizing, and brand management have operated within shifting industrial and sociohistorical conditions that continue to redefine how the business of entertainment functions. Deciphering how iconic characters gain and retain their status as cultural commodities, Selling the Silver Bullet focuses on the work done by peripheral consumer product and licensing divisions in selectively extending the characters' reach and in cultivating investment in these characters among potential stakeholders. Tracing the Lone Ranger's decades-long career as intellectual property allows Avi Santo to analyze the mechanisms that drive contemporary character licensing and entertainment brand management practices, while at the same time situating the licensing field's development within particular sociohistorical and industrial contexts. He also offers a nuanced assessment of the ways that character licensing firms and consumer product divisions have responded to changing cultural and economic conditions over the past eighty years, which will alter perceptions about the creative and managerial authority these ancillary units wield. Lone Ranger (Fictitious character) Lone Ranger (Fictitious character) fast Product management. http://id.loc.gov/authorities/subjects/sh85107203 License agreements. http://id.loc.gov/authorities/subjects/sh85076761 Character merchandising. http://id.loc.gov/authorities/subjects/sh2004007350 Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Produits commerciaux Gestion. Accords sur les licences. Marchandisage de personnages. Stratégie de marque. branding. aat BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh PERFORMING ARTS / Radio / History & Criticism bisacsh Branding (Marketing) fast Character merchandising fast License agreements fast Product management fast Print version: Santo, Avi. Selling the Silver Bullet. First edition 9780292772533 (DLC) 2014040041 (OCoLC)892728376 Texas film and media studies series. http://id.loc.gov/authorities/names/n98102098 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=937486 Volltext |
| spellingShingle | Santo, Avi Selling the Silver Bullet : the Lone Ranger and transmedia brand licensing / Texas film and media studies series. Hi-Yo licensing -- Putting on the mask : character licensing before the Lone Ranger -- Building the franchise one market at a time : the Lone Ranger's extra-textual career in the late 1930s -- The Lone Ranger and the law : the construction of corporate authorship -- Containing the ranger : postwar cultural (re)branding and the industrial logics of containment -- Managing a legend : the troubled career of the Lone Ranger as heritage brand -- The Lone Ranger and the Mouse House together at last? : new twenty-first-century partnerships in the licensing biz -- Parting shots. Lone Ranger (Fictitious character) Lone Ranger (Fictitious character) fast Product management. http://id.loc.gov/authorities/subjects/sh85107203 License agreements. http://id.loc.gov/authorities/subjects/sh85076761 Character merchandising. http://id.loc.gov/authorities/subjects/sh2004007350 Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Produits commerciaux Gestion. Accords sur les licences. Marchandisage de personnages. Stratégie de marque. branding. aat BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh PERFORMING ARTS / Radio / History & Criticism bisacsh Branding (Marketing) fast Character merchandising fast License agreements fast Product management fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85107203 http://id.loc.gov/authorities/subjects/sh85076761 http://id.loc.gov/authorities/subjects/sh2004007350 http://id.loc.gov/authorities/subjects/sh2007006470 |
| title | Selling the Silver Bullet : the Lone Ranger and transmedia brand licensing / |
| title_auth | Selling the Silver Bullet : the Lone Ranger and transmedia brand licensing / |
| title_exact_search | Selling the Silver Bullet : the Lone Ranger and transmedia brand licensing / |
| title_full | Selling the Silver Bullet : the Lone Ranger and transmedia brand licensing / Avi Santo. |
| title_fullStr | Selling the Silver Bullet : the Lone Ranger and transmedia brand licensing / Avi Santo. |
| title_full_unstemmed | Selling the Silver Bullet : the Lone Ranger and transmedia brand licensing / Avi Santo. |
| title_short | Selling the Silver Bullet : |
| title_sort | selling the silver bullet the lone ranger and transmedia brand licensing |
| title_sub | the Lone Ranger and transmedia brand licensing / |
| topic | Lone Ranger (Fictitious character) Lone Ranger (Fictitious character) fast Product management. http://id.loc.gov/authorities/subjects/sh85107203 License agreements. http://id.loc.gov/authorities/subjects/sh85076761 Character merchandising. http://id.loc.gov/authorities/subjects/sh2004007350 Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Produits commerciaux Gestion. Accords sur les licences. Marchandisage de personnages. Stratégie de marque. branding. aat BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh PERFORMING ARTS / Radio / History & Criticism bisacsh Branding (Marketing) fast Character merchandising fast License agreements fast Product management fast |
| topic_facet | Lone Ranger (Fictitious character) Product management. License agreements. Character merchandising. Branding (Marketing) Produits commerciaux Gestion. Accords sur les licences. Marchandisage de personnages. Stratégie de marque. branding. BUSINESS & ECONOMICS Industrial Management. BUSINESS & ECONOMICS Management. BUSINESS & ECONOMICS Management Science. BUSINESS & ECONOMICS Organizational Behavior. PERFORMING ARTS / Radio / History & Criticism Character merchandising License agreements Product management |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=937486 |
| work_keys_str_mv | AT santoavi sellingthesilverbulletthelonerangerandtransmediabrandlicensing |