Brand culture /
Jonathan E. Schroeder and Miriam Salzer-Mörling.
- xv, 218 p. ; 24 cm.
"Simultaneously published in the USA and Canada by Routledge."
Includes bibliographical references and index.
Introduction : the cultural codes of branding / A cultural perspective on corporate branding : the case of LEGO group / Corporate brand cultures and communities / Ambi-brand culture : on a wing and a swear with Ryanair / The two business cultures of luxury brands / Managing leader and partner brands : the brand association base / Brands as a global ideoscape / Brave new brands : cultural branding between Utopia and A-topia / Rethinking identity in brand management / Brand management and design management : a nice couple or false friends? / Symbolic brands and authenticity of identity performance / Branding ethics : negotiating Benetton's identity and image / Brand ecosystems : multilevel brand interaction / Selling dreams : the role of advertising in shaping luxury brand meaning / Jonathan E. Schroeder and Miriam Salzer-Morling -- Majken Schultz and Mary Jo Hatch -- John M. T. Balmer -- Stephen Brown -- Jean-Noel Kapferer -- Henrik Uggla -- Soren Askegaard -- Benoit Heilbrunn -- Fabian Faurholt Csaba and Anders Bengtsson -- Ulla Johansson and Lisbeth Svengren Holm -- Richard Elliott and Andrea Davies -- Janet L. Borgerson, Martin Escudero Magnusson and Frank Magnusson -- Sven Bergvall -- Arianna Brioschi. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.