Brand culture /
edited by Jonathan E. Schroeder and Miriam Salzer-Morling ; with Soren Askegaard ... [et al.]
- London : Routledge, c2006.
- xv, 218 p. : ill. ; 23 cm.
Includes bibliographical references and index.
Introduction: the cultural codes of branding / Jonathan E. Schroeder and Miriam Salzer-Morling -- Pt I Corporate perspectives on brand culture: 1. A cultural perspective on corporate branding: the case of LEGO group / Majken Schultz and Mary Jo Hatch - 2. Corporate brand cultures and communities / John M.T. Balmer - 3. Ambi-brand culture: on a wing and a swear with Ryanair / Stephen Brown - 4. The two business cultures of luxury brands / Jean-Noel Kapferer - 5. Managing leader and partner brands: the brand association base / Henrik Uggla -- Part II Clarifying brand concepts - 6. Brands as a global ideoscape / Soren Askegaard - 7. Brave new brands: cultural branding between Utopia and A-topia / Benoit Heilbrunn - 8. Rethinking identity in brand management / Fabian Faurholt Csaba and Anders Bengtsson - 9. Brand management and design management: a nice couple or false friends? / Ulla Johansson and Lisbeth Svengren Holm -- Part III Consuming brand culture - 10. Symbolic brands and authenticity of identity performance / Richard Elliott and Andrea Davies - 11. Branding ethics: negotiating Benetton's identity and image / Janet L. Borgerson, Martin Escudero Magnusson, and Frank Magnusson - 12. Brand ecosystems: multilevel brand interaction / Sven Bergvall - 13. Selling dreams: the role of advertising in shaping luxury brand meaning / Arianna Brioschi.
0415355990 (pbk.) 9780415355995 (pbk.)
Brand name products.
Branding (Marketing)
658.827 / BRA
Includes bibliographical references and index.
Introduction: the cultural codes of branding / Jonathan E. Schroeder and Miriam Salzer-Morling -- Pt I Corporate perspectives on brand culture: 1. A cultural perspective on corporate branding: the case of LEGO group / Majken Schultz and Mary Jo Hatch - 2. Corporate brand cultures and communities / John M.T. Balmer - 3. Ambi-brand culture: on a wing and a swear with Ryanair / Stephen Brown - 4. The two business cultures of luxury brands / Jean-Noel Kapferer - 5. Managing leader and partner brands: the brand association base / Henrik Uggla -- Part II Clarifying brand concepts - 6. Brands as a global ideoscape / Soren Askegaard - 7. Brave new brands: cultural branding between Utopia and A-topia / Benoit Heilbrunn - 8. Rethinking identity in brand management / Fabian Faurholt Csaba and Anders Bengtsson - 9. Brand management and design management: a nice couple or false friends? / Ulla Johansson and Lisbeth Svengren Holm -- Part III Consuming brand culture - 10. Symbolic brands and authenticity of identity performance / Richard Elliott and Andrea Davies - 11. Branding ethics: negotiating Benetton's identity and image / Janet L. Borgerson, Martin Escudero Magnusson, and Frank Magnusson - 12. Brand ecosystems: multilevel brand interaction / Sven Bergvall - 13. Selling dreams: the role of advertising in shaping luxury brand meaning / Arianna Brioschi.
0415355990 (pbk.) 9780415355995 (pbk.)
Brand name products.
Branding (Marketing)
658.827 / BRA