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Utgivning, distribution etc. Routledge, London: 2006 [dvs. 2005]
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DDC klassifikationskod (Dewey Decimal Classification)
SAB klassifikationskod
Fysisk beskrivning
Term
ISBN 0-415-35599-0 (hft.) 978-0-415-35599-5 (hft.) 0-415-35598-2 (inb.) 978-0-415-35598-8 (inb.)
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^
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This fascinating book shows that neither managers nor consumers completely control branding processes - cultural codes constrain how brands work to produce meaning. Placing brands firmly within the context of culture, it investigates these complex foundations. Topics covered include:
the role of consumptionnbsp; brand managementnbsp; corporate brandingnbsp; branding ethics the role of advertising.
This excellent text includes case studies of iconic international brands such as LEGO, Nokia and Ryanair, and analysis by leading researchers including John M.T. Balmer, Stephen Brown, Mary Jo Hatch, Jean-Noël Kapferer, Majken Schultz, and Richard Elliott.nbsp; An outstanding collection, it will be a useful resource for all students and scholars interested in brands, consumers and the broader cultural landscape that surrounds them.
List of illustrations p. vii Notes on contributors p. ix Acknowledgements p. xv Introduction: the cultural codes of branding p. 1 Corporate Perspectives on Brand Culture p. 13 A cultural perspective on corporate branding: the case of LEGO Group p. 15 Corporate brand cultures and communities p. 34 Ambi-brand culture: on a wing and a swear with Ryanair p. 50 The two business cultures of luxury brands p. 67 Managing leader and partner brands: the brand association base p. 77 Clarifying Brand Concepts p. 89 Brands as a global ideoscape p. 91 Brave new brands: cultural branding between Utopia and A-topia p. 103 Rethinking identity in brand management p. 118 Brand management and design management: a nice couple or false friends? p. 136 Consuming Brand Culture p. 153 Symbolic brands and authenticity of identity performance p. 155 Branding ethics: negotiating Benetton's identity and image p. 171 Brand ecosystems: multilevel brand interaction p. 186 Selling dreams: the role of advertising in shaping luxury brand meaning p. 198 Index of companies p. 211 General index p. 214