Cantitate/Preț
Produs
Total produse
Vezi coșul
Brand Culture de Jonathan Schroeder

Brand Culture

Editat de Jonathan Schroeder, Miriam Salzer Morling
en Limba Engleză Hardback – 24 noi 2005
This fascinating book shows that neither managers nor consumers completely control branding processes – cultural codes constrain how brands work to produce meaning. Placing brands firmly within the context of culture, it investigates these complex foundations. Topics covered include:
  • the role of consumption 
  • brand management 
  • corporate branding 
  • branding ethics
  • the role of advertising.
This excellent text includes case studies of iconic international brands such as LEGO, Nokia and Ryanair, and analysis by leading researchers including John M.T. Balmer, Stephen Brown, Mary Jo Hatch, Jean-Noël Kapferer, Majken Schultz, and Richard Elliott.  An outstanding collection, it will be a useful resource for all students and scholars interested in brands, consumers and the broader cultural landscape that surrounds them.
Citește tot Restrânge

Toate formatele și edițiile

Toate formatele și edițiile Preț Express
Paperback (1) 47267 lei  43-57 zile
  Taylor & Francis – 24 noi 2005 47267 lei  43-57 zile
Hardback (1) 108980 lei  43-57 zile
  Taylor & Francis – 24 noi 2005 108980 lei  43-57 zile

Preț: 108980 lei

Preț vechi: 132902 lei
-18% Nou

Puncte Express: 1635
Preț estimativ în valută:
20857€ • 21665$ • 17324£

Carte tipărită la comandă

Livrare economică 03-17 februarie 25

 Adaugă în coș

Wish list
Gift list
Am citit!
Adaugă în listă
Preluare comenzi: 021 569.72.76

Specificații

ISBN-13: 9780415355988
ISBN-10: 0415355982
Pagini: 240
Ilustrații: 9 tables, 1 halftone and 10 line drawings
Dimensiuni: 156 x 234 x 14 mm
Greutate: 0.54 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate

Cuprins

Part 1: Corporate Perspectives on Brand Culture  1. Corporate Branding as Strategy: The Case of LEGO Company  2. Corporate Brand Cultures and Communities  3. Ambi-Brand Culture: On a Wing and a Swear with Ryanair  4. The Two Business Cultures of Luxury Brands  5. Managing Leader and Partner Brands: The Brand Association Base  Part 2: Clarifying Brand Concepts  6. Brands as a Global Ideoscape  7. Brave New Brands: Cultural Branding between Utopia and A-topia  8. Rethinking Identity in Brand Management  9. Design Management and Branding Management: A Nice Couple or False Friends?  Part 3: Consuming Brand Culture  10. Symbolic Brands and Authenticity of Identity Performance  11. Branding Ethics: Negotiating Benetton’s Identity and Image  12. Brand Ecosystems: Multilevel Brand Interaction  13. Selling Dreams: The Role of Advertising in Shaping Luxury Brands Meaning

Notă biografică

Jonathan E. Schroeder is Professor of Marketing at the University of Exeter, UK, and Visiting Professor in Marketing Semiotics at Bocconi University, Milan. His research focuses on the production and consumption of images.
Miriam Salzer-Mörling is Associate Professor at the School of Business, Stockholm University. As a branding consultant she has specialized in the development of the ‘corporate soul’ and communicative strategies for both public and commercial organizations.

Recenzii

"An impressive book that does much to reconcile the glaring disconnect between the revealed cultural lives of brands and dominant views of how branding works. Positioned squarely at the intersection of theory and practice, and informed by a wide array of perspectives and disciplines, the book is invaluable for practitioners and researchers who have struggled with the contextural, mutable, and co-created realities of the brand. This necessary and useful counterpoint truly advances our understanding of the why and how of brands."
Susan Fournier, author, brand consultant, and Professor of Marketing at Boston University
"For better or for worse, brands have become potent sites of cultural expression and contest... Brand Culture is a pioneering and ambitious collection that helps unveil how brand symbolism works."
Douglas Holt, L'Oréal Professor of Marketing, Saïd Business School, University of Oxford
"Brand Culture makes a hefty nudge in the direction of a paradigm shift in brand management theory. Accessible and insightful, this collection of analyses and case studies clearly shows why branding must be understood first and foremost as a cultural process."
Craig J. Thompson, Churchill Professor of Marketing, University of Wisconsin-Madison

'An impressive book that does much to reconcile the glaring disconnect between the revealed cultural lives of brands and dominant views of how branding works. Positioned squarely at the intersection of theory and practice, and informed by a wide array of perspectives and disciplines, the book is invaluable for practitioners and researchers who have struggled with the contextual, mutable, and co-created realities of the brand. This necessary and useful counterpoint truly advances our understanding of the why and how of brands.' - Susan Fournier, author, brand consultant, and Boston University,USA
 

Descriere

Exploring current issues in brand management, this book fills a niche in the burgeoning cache of branding literature with a distinctive managerially and theoretically informed perspective on the cultural dimensions of branding.