| Description |
xv, 218 pages : illustrations ; 24 cm |
| Contents |
Introduction: the cultural codes of branding / Jonathan E. Schroeder and Miriam Salzer-Mörling -- Corporate perspectives on brand culture -- Corporate branding as strategy: the case of Lego Company / Majken Schultz and Mary Jo Hatch -- Corporate brand cultures and communities / John Balmer -- Ambi-brand culture: on a wing and a swear with Ryanair / Stephen Brown -- The two business cultures of luxury brands / Jean-Noël Kapferer -- Managing leader and partner brands: the brand association base / Henrik Uggla -- Clarifying brand concepts -- Brands as a global ideoscape / Søren Askegaard -- Brave new brands: cultural branding between utopia and a-topia / Benoît Heilbrunn -- Rethinking identity in brand management / Fabian Faurholt Csaba and Anders Bengtsson -- Design management and branding management: a nice couple or false friends? / Ulla Johansson and Lisbeth Svengren Holm -- Consuming brand culture -- Symbolic brands and authenticity of identity performance / Richard Elliott and Andrea Davies -- Branding ethics: negotiating Benetton's identity and image / Janet Borgerson, Martin Escudero Magnusson, and Frank Magnusson -- Brand ecosystems: multilevel brand interaction / Sven Bergvall -- Selling dreams: the role of advertising in shaping luxury brands meaning / Arianna Brioschi |
| Notes |
"Simultaneously published in the USA and Canada by Routledge." |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Brand name products.
|
| Author |
Salzer-Mörling, Miriam.
|
| LC no. |
2005006801 |
| ISBN |
0415355990 (soft cover) |
|
0415355982 (hard cover) |
|
