Brand Culture - Couverture souple

Couverture souple

ISBN 10 : 0415355990 ISBN 13 : 9780415355995

Editeur : Routledge, 2005

Synopsis

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-Noël 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.

A propos du livre

À propos de l?auteur

Jonathan E. Schroeder is Professor of Marketing at the University of Exeter, UK, and Visiting Professor in Marketing Semiotics at Bocconi University, Milan. His research focuses on the production and consumption of images.

Miriam Salzer-Mörling is Associate Professor at the School of Business, Stockholm University. As a branding consultant she has specialized in the development of the 'corporate soul' and communicative strategies for both public and commercial organizations.

Détails de l'édition

• Éditeur: Routledge
• Date d'édition: 2005
• Langue: anglais
• ISBN 10: 0415355990
• ISBN 13: 9780415355995
• Reliure: Broché
• Nombre de pages: 236
• Éditeur: Schroeder Jonathan E.
• Coordonnées du fabricant: non disponible
• Personne responsable: gpsr@libri.de; gpsr@libri.de; ; Friedensallee 273; Hamburg; 22763; Allemagne