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Lifestyle Brands: A Guide to Aspirational Marketing de S. Saviolo

Lifestyle Brands: A Guide to Aspirational Marketing

Autor S. Saviolo, A. Marazza
en Limba Engleză Paperback – 5 dec 2012
What do brands like Apple, Diesel, Abercrombie & Fitch and Virgin have in common and what differentiates them from other brands? These brands are able to maintain a relationship with their clients that goes beyond brand loyalty. This gives a complete analysis of Lifestyle Brands, that inspire, guide and motivate beyond product benefits alone.
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Specificații

ISBN-13: 9781349449071
ISBN-10: 1349449075
Ilustrații: XIV, 141 p.
Dimensiuni: 155 x 235 mm
Greutate: 0.23 kg
Ediția:1st ed. 2013
Editura: Palgrave Macmillan UK
Colecția Palgrave Macmillan
Locul publicării:London, United Kingdom

Cuprins

Introduction - Brands and Symbolic Value Brands and Social Identities: an Increasingly Close Link The Brand: What is it, How it Builds Value and Why We Grow Fond of it From Authority to Lifestyle: a Mapping of Brands With High Symbolic Value How Lifestyle Brands Work: an Interpretative Model The Model in Action The Economic Impact and Financial Equity of the Brand Examples include Patagonia, Nike, The Body Shop, Abercrombie & Fitch, Club Med, Diesel, Apple, Virgin

Notă biografică

ANTONIO MARAZZA is General Manager at Landor Milan. At Landor, the world's pre-eminent brand consulting firm, he has headed important projects for numerous major international brands in the areas of brand positioning, brand architecture, naming, brand identity, brand experience and the alignment of business culture to brand values and philosophy.

STEFANIA SAVIOLO is Professor of Management in Fashion, Luxury and Creative industries at Bocconi University and SDA Bocconi School of Management. At Bocconi, she founded and is Director of the International Master in Fashion, Experience & Design Management (MAFED). She acts as a management consultant for leading fashion, luxury and lifestyle companies in the areas of brand management and creative processes. She has also published numerous books and articles on these subjects in Italy and internationally.