| Brand Culture Contributor(s): Schroeder, Jonathan (Editor), Morling, Miriam Salzer (Editor) |
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ISBN: 0415355990 ISBN-13: 9780415355995 Publisher: Routledge OUR PRICE: $56.95 Product Type: Paperback - Other Formats Published: November 2005 Annotation: Brands occupy an increasingly prominent place in the managerial mind as well as the cultural landscape. Recent research has shown that brands are interpreted or read in multiple ways, prompting an important and illuminating reconsideration of how branding "works," and shifting attention from brand producers toward consumer response to understand how branding interacts with consumers to create meaning. Largely missing from these insights, however, is an awareness of basic cultural processes that affect contemporary brands, including historical context, ethical concerns, and consumer response. Neither managers nor consumers completely control branding processes - cultural codes constrain how brands work to produce meaning. "Brand Culture" places brands firmly within culture to look at the complex underpinnings of branding processes. The reader finds case studies of iconic global brands, such as Benetton, LEGO, and Ryanair, and offers practical managerial advice as well as thoughtful analyses of broad concepts and strategic brand management by leading brand researchers, including John Balmer, Stephen Brown, Mary Jo Hatch, Majken Schultz, Soren Askegaard, Richard Elliott and Jean-Noel Kapferer. |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - Direct - Business & Economics | Consumer Behavior - General |
| Dewey: 658.827 |
| LCCN: 2005006801 |
| Physical Information: 0.47" H x 6.14" W x 9.14" (0.90 lbs) 224 pages |
| Descriptions, Reviews, Etc. |
| Publisher 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:
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. |