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...
This fascinating book shows that neither managers nor consumers completely control branding processes cultural codes constrain how brands work to p...
From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance.
From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for g...
