ENGLISH

Brand Culture

By Jonathan E. Schroeder , Miriam Salzer-Morling

Book information

Year
2005
ISBN
0415355982, 9780415355988, 9780203002445
LCC
HD69.B7 S362 2006
Open Library ID
OL22716247M
Language
english
Format
PDF
Filesize
1 MB (1530235 bytes)
Pages
240\218
Scanned
yes
Time added
2011-06-04 13:46:07

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-No?l 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.

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