| Description |
1 online resource |
| Contents |
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 |
| Summary |
What do Apple, Patagonia, Virgin and Slow Food have in common? Why do millions of people identify with Nike and idolize Ferrari cars? Why are some brands simply fads that emerge suddenly and then disappear as quickly, while others become part of a lifestyle and are never forgotten? Antonio Marazza, General Manager of Landor Milan, and Stefania Saviolo, Professor at Bocconi University, investigate the reasons why some brands are adopted by people not for what they do, or what they stand for, but for the inspiration they provide. Drawing on both cutting-edge research and empirical observation, this book offers a practical guide to successfully manage authority, cult, icon and lifestyle brands with examples from industries such as automotive, fashion, luxury, design, where symbolic value creation is key |
| Notes |
Print version record |
| Subject |
Branding (Marketing)
|
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Product management.
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Lifestyles.
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Consumer behavior.
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branding.
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Sales & marketing.
|
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E-commerce: business aspects.
|
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BUSINESS & ECONOMICS -- Advertising & Promotion.
|
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Business and Management.
|
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Branding (Marketing)
|
|
Consumer behavior
|
|
Lifestyles
|
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Product management
|
|
Sales & marketing.
|
|
E-commerce: business aspects.
|
|
Business and Management.
|
| Form |
Electronic book
|
| Author |
Marazza, Antonio
|
| ISBN |
9781137285935 |
|
1137285931 |
|
