TY  - BOOK
AU  - Salzer-Mörling,Miriam
AU  - Askegaard,Søren
TI  - Brand culture
SN  - 9780415355995
AV  - HD69.B7 B726 2006
PY  - 2006///
CY  - London
PB  - Routledge
KW  - Brand name products
KW  - Branding (Marketing)
N1  - "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
ER  -