Brand culture places brands firmly within culture to look at the complex underpinnings of branding processes. Much brand research emerged from the allied fields of management, marketing, and strategy, which traditionally favor positivistic models of brand “effects” driven by quantitative analysis. Recently, sociologists, anthropologists, and cultural studies researchers have looked at brands from historical, critical, and ideological perspectives, acknowledging the growing importance of brands in society (e.g., Brannan, Parsons, and Priola, 2011; Kornberger, 2010; Lury, 2004). An emphasis on brand culture forms part of a larger call for inclusion of sociological issues within the management research canon, joining in the contention that culture and history can provide a necessary contextualizing counterpoint to managerial views of branding's interaction with consumers and society.