Brand Culture (PDF)
This fascinating book shows that neither managers nor consumers completely control branding processes a " cultural codes constrain how brands work to produce meaning. Placing brands firmly within the context of culture, it investigates these complex...
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This fascinating book shows that neither managers nor consumers completely control branding processes a " 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-NoAl 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.
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.
- 2006, 240 Seiten, Englisch
- Herausgegeben: Jonathan Schroeder, Miriam Salzer Morling
- Verlag: Taylor & Francis
- ISBN-10: 1134252323
- ISBN-13: 9781134252329
- Erscheinungsdatum: 27.03.2006
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
- Dateiformat: PDF
- Größe: 1.82 MB
- Mit Kopierschutz
- Vorlesefunktion
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