Brand Culture

Jonathan E. Schroeder, Miriam Salzer-Mörling

220 pages, parution le 15/12/2005

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Résumé

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, Søren Askegaard, Richard Elliott and Jean-Noël Kapferer.

L'auteur - Jonathan E. Schroeder

Jonathan Schroeder is Professor of Marketing at the University of Exeter, UK. He is a Visiting Professor in Marketing Semiotics at University Bocconi in Milan, where he lectures in the Masters Program in Fashion, Experience and Design Management. He has taught at the University of California, Berkeley, the University of Rhode Island, Novgorod State University, Russia and the Royal Institute of Technology, Stockholm. He is an editor of the journal Consumption Markets and Culture. His research focuses on the production and consumption of images and has been published widely in marketing, psychology, design, and anthropology journals. His book Visual Consumption (Routledge 2002) introduced an interdisciplinary, image-based approach to understanding consumer behaviour. He received his Ph.D. from the University of California, Berkeley, and pursued postdoctoral work in visual studies at the Rhode Island School of Design.

L'auteur - Miriam Salzer-Mörling

Miriam Salzer-Mörling is Associate Professor at the School of Business, Stock.

Sommaire

Introduction: The Cultural Codes of Branding, Jonathan E. Schroeder and Miriam Salzer-Mörling
Part I: Corporate Perspectives on Brand Culture
- Corporate Branding as Strategy: The Case of LEGO Company, Majken Schultz and Mary Jo Hatch
- Corporate Brand Cultures and Communities, John Balmer
- Ambi-Brand Culture: On a Wing and a Swear with Ryanair, Stephen Brown
- The Two Business Cultures of Luxury Brands, Jean-Noël Kapferer
- Managing Leader and Partner Brands: the Brand Association Base, Henrik Uggla
Part II: Clarifying Brand Concepts
- Brands as a Global Ideoscape, Søren Askegaard
- Brave New Brands: Cultural Branding between Utopia and A-topia, Benoît Heilbrunn
- Rethinking Identity in Brand Management, Fabian Faurholt Csaba and Anders Bengtsson
- Design Management and Branding Management: A Nice Couple, Lisbeth Svengren

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Routledge
Auteur(s)	Jonathan E. Schroeder, Miriam Salzer-Mörling
Parution	15/12/2005
Nb. de pages	220
Format	15,5 x 23
Couverture	Broché
Poids	410g
Intérieur	Noir et Blanc
EAN13	9780415355995
ISBN13	978-0-415-35599-5