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• W3121282445 abstract "I. INTRODUCTION II. BRANDING, MARKETING, AND APPEARANCE STANDARDS IN SERVICE BUSINESSES A. Branded Service B. Mechanisms of Control 1. Production Line Routinization 2. Standardization by Transformation 3. Effects of Routinization on Customers and Culture C. The Walt Disney Model of Branded Service 1. Hiring and Training for Branded Service 2. Branded Workers: Appearance Codes III. BRANDING: SANCTIONED BY LAW A. Trade Dress: Protecting an Employer's Property-Like Interest in Its Brand B. Appearance Regulation in the Workplace 1. Cases in the Union Context 2. Constitutional Challenges to Appearance Codes 3. Privacy-Based or Wrongful-Discharge Claims at Common Law 4. Statutory Sex Discrimination Claims 5. A Case Study of Corporate Branding Accomplished Through Appearance Codes and the Law' s Response IV. THE JESPERSEN LITIGATION: AN INDIVIDUAL WORKER RESISTS CORPORATE BRANDING A. The Facts B. The State Lawsuit: Common Law Claims C. The Title VII Lawsuit: Discrimination Claims 1. The Complaint 2. The District Court Decision 3. The Ninth Circuit Panel Decision 4. The Ninth Circuit En Banc Decision V. BRANDING, SEX STEREOTYPING, AND EMPLOYMENT DISCRIMINATION LAW IN JESPERSEN A. Creating and Defending the Brand 1. If one employee failed to comply, the brand standard failed. 2. The Cult of Personal Loyalty 3. Bill Feminization of Casinos 4. The Rise of the Bureaucratic Ethic and Corporate Loyalty 5. Technology and Marketing 6. Refining the Brand Through Expertise: The Image Consultant B. Commodification: Sexualizing Female Bartenders 1. Wearing Makeup: Branding Darlene Jespersen 2. Selling Sexuality: The Business of Casino Gaming 3. Sexualized Branding: The Harrah's Look 4. Property Rights in Work Law, Redux VI. THE FEMINIZATION OF BARTENDERS: FROM BARMAIDS TO BARTENDERS TO BAR BABES VII. (RE)FRAMING JESPERSEN'S CLAIM: RESISTING BRANDING A. Finding Allies in Community Organizations: The Alliance for Workers' Rights B. Modes of Resistance at Law: Individual Lawsuits 1. The Administrative Process 2. The Plaintiffs' Bar: The Solo Attorney Takes on 3. Lambda Legal Defense and Education Fund: The Discrimination Claim 4. Individual Rights Versus Collective Rights: What Difference Does Framing Make? C. Recasting the Claim as a Collective Rights Claim: The Role of Unions 1. HERE and Nevada's Culinary Union Locals 2. Successful Union Strategies in Other Branding Cases VIII. CONCLUSION I. INTRODUCTION In the hypercompetitive American economy, marketing and advertising are critically important for businesses that seek to edge out the competition, attract new customers, and build customer loyalty. One online casino has found a way to cut through the clutter of advertising messages in a uniquely attention-getting way: branding the faces and bodies of human beings with its corporate logo. In June 2005, GoldenPalace.com paid Kari Smith $15,000 to have GOLDEN PALACE.COM tattooed permanently on her forehead. Smith auctioned her forehead as marketing space via eBay, apparently in an effort to raise funds to pay for private school for her son. (1) The resulting notoriety and news coverage was extremely beneficial to GoldenPalace. …" @default.
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• W3121282445 title "Branded: Corporate Image, Sexual Stereotyping, and the New Face of Capitalism" @default.
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