TY  - BOOK
AU  - Schroeder,Jonathan E.
AU  - Salzer-Mörling,Miriam
TI  - Brand culture
SN  - 0415355982 (hard cover)
AV  - HD69.B7 .S362 2005
U1  - 658.827 22
PY  - 2005///
CY  - New York, NY
PB  - Routledge
KW  - Brand name products
N1  - "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
ER  -