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Brand culture / Jonathan E. Schroeder and Miriam Salzer-Mörling.

By: Contributor(s): Material type: TextTextPublisher: New York, NY : Routledge, c2005Description: xv, 218 p. ; 24 cmISBN:
  • 0415355982 (hard cover)
  • 0415355990 (soft cover)
Subject(s): DDC classification:
  • 658.827 22
LOC classification:
  • HD69.B7 .S362 2005
Contents:
Introduction : the cultural codes of branding / Jonathan E. Schroeder and Miriam Salzer-Morling -- 1. A cultural perspective on corporate branding : the case of LEGO group / Majken Schultz and Mary Jo Hatch -- 2. Corporate brand cultures and communities / John M. T. Balmer -- 3. Ambi-brand culture : on a wing and a swear with Ryanair / Stephen Brown -- 4. The two business cultures of luxury brands / Jean-Noel Kapferer -- 5. Managing leader and partner brands : the brand association base / Henrik Uggla -- 6. Brands as a global ideoscape / Soren Askegaard -- 7. Brave new brands : cultural branding between Utopia and A-topia / Benoit Heilbrunn -- 8. Rethinking identity in brand management / Fabian Faurholt Csaba and Anders Bengtsson -- 9. Brand management and design management : a nice couple or false friends? / Ulla Johansson and Lisbeth Svengren Holm -- 10. Symbolic brands and authenticity of identity performance / Richard Elliott and Andrea Davies -- 11. Branding ethics : negotiating Benetton's identity and image / Janet L. Borgerson, Martin Escudero Magnusson and Frank Magnusson -- 12. Brand ecosystems : multilevel brand interaction / Sven Bergvall -- 13. Selling dreams : the role of advertising in shaping luxury brand meaning / Arianna Brioschi.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.827 SCH (Browse shelf(Opens below)) 1 Available A294169B

"Simultaneously published in the USA and Canada by Routledge."

Includes bibliographical references and index.

Introduction : the cultural codes of branding / Jonathan E. Schroeder and Miriam Salzer-Morling -- 1. A cultural perspective on corporate branding : the case of LEGO group / Majken Schultz and Mary Jo Hatch -- 2. Corporate brand cultures and communities / John M. T. Balmer -- 3. Ambi-brand culture : on a wing and a swear with Ryanair / Stephen Brown -- 4. The two business cultures of luxury brands / Jean-Noel Kapferer -- 5. Managing leader and partner brands : the brand association base / Henrik Uggla -- 6. Brands as a global ideoscape / Soren Askegaard -- 7. Brave new brands : cultural branding between Utopia and A-topia / Benoit Heilbrunn -- 8. Rethinking identity in brand management / Fabian Faurholt Csaba and Anders Bengtsson -- 9. Brand management and design management : a nice couple or false friends? / Ulla Johansson and Lisbeth Svengren Holm -- 10. Symbolic brands and authenticity of identity performance / Richard Elliott and Andrea Davies -- 11. Branding ethics : negotiating Benetton's identity and image / Janet L. Borgerson, Martin Escudero Magnusson and Frank Magnusson -- 12. Brand ecosystems : multilevel brand interaction / Sven Bergvall -- 13. Selling dreams : the role of advertising in shaping luxury brand meaning / Arianna Brioschi.

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