Brand culture /
Brand culture /
edited by Jonathan E. Schroeder and Miriam Salzer-Mörling ; with Søren Askegaard ... [et al.].
- London : Routledge, 2006.
- 218 p. : ill.
"Simultaneously published in the USA and Canada by Routledge."
Includes bibliographical references and indexes.
Introduction : the cultural codes of branding / Jonathan E. Schroeder and Miriam Salzer-Mörling -- Corporate perspectives on brand culture -- A cultural perspective on corporate branding : the case of LEGO Group / Majken Schultz and Mary Jo Hatch -- Corporate brand cultures and communities / John M.T. Balmer -- Ambi-brand culture : on a wing and a swear with Ryanair / Stephen Brown -- The two business cultures of luxury brands / Jean-Noël Kapferer -- Managing leader and partner brands : the brand association base / Henrik Uggla -- Clarifying brand concepts -- Brands as a global ideoscape / Søren Askegaard -- Brave new brands : cultural branding between utopia and a-topia / Benoît Heilbrunn -- Rethinking identity in brand management / Fabian Faurholt Csaba and Anders Bengtsson -- Brand management and design management : a nice couple or false friends? / Ulla Johansson and Lisbeth Svengren Holm -- Consuming brand culture -- Symbolic brands and authenticity of identity performance / Richard Elliott and Andrea Davies -- Branding ethics : negotiating Benetton's identity and image / Janet L. Borgerson, Martin Escudero Magnusson, and Frank Magnusson -- Brand ecosystems : multilevel brand interaction / Sven Bergvall -- Selling dreams : the role of advertising in shaping luxury brand meaning / Arianna Brioschi.
9780415355995
Brand name products.
Branding (Marketing)
HD69.B7 / B726 2006
"Simultaneously published in the USA and Canada by Routledge."
Includes bibliographical references and indexes.
Introduction : the cultural codes of branding / Jonathan E. Schroeder and Miriam Salzer-Mörling -- Corporate perspectives on brand culture -- A cultural perspective on corporate branding : the case of LEGO Group / Majken Schultz and Mary Jo Hatch -- Corporate brand cultures and communities / John M.T. Balmer -- Ambi-brand culture : on a wing and a swear with Ryanair / Stephen Brown -- The two business cultures of luxury brands / Jean-Noël Kapferer -- Managing leader and partner brands : the brand association base / Henrik Uggla -- Clarifying brand concepts -- Brands as a global ideoscape / Søren Askegaard -- Brave new brands : cultural branding between utopia and a-topia / Benoît Heilbrunn -- Rethinking identity in brand management / Fabian Faurholt Csaba and Anders Bengtsson -- Brand management and design management : a nice couple or false friends? / Ulla Johansson and Lisbeth Svengren Holm -- Consuming brand culture -- Symbolic brands and authenticity of identity performance / Richard Elliott and Andrea Davies -- Branding ethics : negotiating Benetton's identity and image / Janet L. Borgerson, Martin Escudero Magnusson, and Frank Magnusson -- Brand ecosystems : multilevel brand interaction / Sven Bergvall -- Selling dreams : the role of advertising in shaping luxury brand meaning / Arianna Brioschi.
9780415355995
Brand name products.
Branding (Marketing)
HD69.B7 / B726 2006
