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
University of Exeter, UK
"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
|
Ask a Question About this Product More... |
|
