Brand Culture

ISBN-13: 9780415355988 / Angielski / Twarda / 2005 / 240 str.

Jonathan E. Schroeder; Miriam Salzer-Morling; J. Schroeder

Opis

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, Sø ren Askegaard, Richard Elliott and Jean-Noë l Kapferer.

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