Brand society : how brands transform management and lifestyle / Martin Kornberger.
Material type: TextPublisher: Cambridge ; New York : Cambridge University Press, 2010Description: xx, 308 pages ; 25 cmContent type:- text
- unmediated
- volume
- 0521898269
- 9780521898263
- 0521726905
- 9780521726900
- 658.827 22
- HD69.B7 K66 2010
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 658.827 KOR (Browse shelf(Opens below)) | 1 | Available | A452175B |
Includes bibliographical references (pages 273-291) and index.
Brands and branding -- Introduction: The brand society -- Making sense of brands -- The making of brands -- How brands transform management -- Identity -- Culture -- Innovation -- How brands transform lifestyle -- Politics -- Ethics -- Aesthetics.
"Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. Most attempts to explain the role of brands focus on brands either as management tools (managerial perspective) or as symptoms of consumerism (sociological perspective). In Brand Society, Martin Kornberger combines these perspectives to show how brands have the power to transform both the organizations that develop them and the lifestyles of the individuals who consume them. This holistic approach shows how brands function as a medium between producers and consumers in a way that is rapidly transforming our economy and society. Using an array of practical case studies from a diverse set of organizations, this book provides a fascinating account of the way in which brands influence the lives of individuals and the organizations they work in"--Provided by publisher.
Machine converted from AACR2 source record.
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