Brand Culture

ISBN-13: 9780415355995 / Angielski / Miękka / 2005 / 224 str.

Jonathan Schroeder

Opis

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-Noel 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."

Recenzje

"An impressive book that does much to reconcile the glaring disconnect between the revealed cultural lives of brands and dominant views of how branding works. Positioned squarely at the intersection of theory and practice, and informed by a wide array of perspectives and disciplines, the book is invaluable for practitioners and researchers who have struggled with the contextural, mutable, and co-created realities of the brand. This necessary and useful counterpoint truly advances our understanding of the why and how of brands."
Susan Fournier, author, brand consultant, and Professor of Marketing at Boston University

"For better or for worse, brands have become potent sites of cultural expression and contest... Brand Culture is a pioneering and ambitious collection that helps unveil how brand symbolism works."
Douglas Holt, L'Oréal Professor of Marketing, Saïd Business School, University of Oxford

"Brand Culture makes a hefty nudge in the direction of a paradigm shift in brand management theory. Accessible and insightful, this collection of analyses and case studies clearly shows why branding must be understood first and foremost as a cultural process."
Craig J. Thompson, Churchill Professor of Marketing, University of Wisconsin-Madison

Spis treści

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