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Brand Culture

Brand Culture

0 - Default Title
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: 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.
Product details
Binding:
Paperback
Edition:
illustrated
Number of Pages:
236
Release Date:
2005-11-24
Publication Date:
2005-11-24
Publisher:
Routledge
Languages:
Original: English
ISBN10:
0415355990
ISBN13:
9780415355995
GPSR Manufacturer Reference:
[email protected]
Weight:
365 g
Height:
156 cm
Width:
234 cm
Thickness:
13 cm
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