基本説明
This book shows that cultural codes constrain how brands work to produce meaning. It includes case studies of iconic international brands such as Lego, Nokia and Benetton.
Full Description
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 consumption
brand management
corporate branding
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. 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.
Contents
Part 1: Corporate Perspectives on Brand Culture 1. Corporate Branding as Strategy: The Case of LEGO Company 2. Corporate Brand Cultures and Communities 3. Ambi-Brand Culture: On a Wing and a Swear with Ryanair 4. The Two Business Cultures of Luxury Brands 5. Managing Leader and Partner Brands: The Brand Association Base Part 2: Clarifying Brand Concepts 6. Brands as a Global Ideoscape 7. Brave New Brands: Cultural Branding between Utopia and A-topia 8. Rethinking Identity in Brand Management 9. Design Management and Branding Management: A Nice Couple or False Friends? Part 3: Consuming Brand Culture 10. Symbolic Brands and Authenticity of Identity Performance 11. Branding Ethics: Negotiating Benetton's Identity and Image 12. Brand Ecosystems: Multilevel Brand Interaction 13. Selling Dreams: The Role of Advertising in Shaping Luxury Brands Meaning
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