Brand culture / Jonathan E. Schroeder and Miriam Salzer-Mörling.
Material type: TextPublisher: New York, NY : Routledge, c2005Description: xv, 218 p. ; 24 cmISBN:- 0415355982 (hard cover)
- 0415355990 (soft cover)
- 658.827 22
- HD69.B7 .S362 2005
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
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Book | City Campus City Campus Main Collection | 658.827 SCH (Browse shelf(Opens below)) | 1 | Available | A294169B |
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658.827 ROB ACCOMPANYING PART ( DISC ) Lovemarks : the future beyond brands / | 658.827 SCH Experiential marketing : how to get customers to sense, feel, think, act, and relate to your company and brands / | 658.827 SCH Marketing aesthetics : the strategic management of brands, identity, and image / | 658.827 SCH Brand culture / | 658.827 SCH Why Johnny can't brand : rediscovering the lost art of the big idea / | 658.827 SHA How brands grow : what marketers don't know / | 658.827 SOL X : the experience when business meets design / |
"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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