Lifestyle Brands [electronic resource] : A Guide to Aspirational Marketing /
Saviolo, S.author.
Marazza, A.author.
What do brands like Apple, Diesel, Abercrombie & Fitch and Virgin have in common and what differentiates them from other brands? These brands are able to maintain a relationship with their clients that goes beyond brand loyalty. This gives a complete analysis of Lifestyle Brands, that inspire, guide and motivate beyond product benefits alone.
Description based upon print version of record.
Cover; Contents; List of Figures and Tables; Foreword; Introduction: Brands and Symbolic Value; 1 Brands and Social Identities: An Increasingly Strong Connection; 1.1 The social identities today: A moving target; 1.2 The brand today: An open platform; 2 The Brand: What It Is, How It Builds Value and Why We Grow Fond of It; 2.1 The Brand: What it is and how it creates value; 2.1.1 Value and levels of knowledge: Customer-Based Brand Equity; 2.1.2 Value and type of benefits: Brand Value Pyramid; 2.1.3 Value and brand health: Brand Asset ValuatorTM
2.1.4 Value and strength of the customer relationship: BrandZTM2.2 Brands that make you love them; 2.2.1 Love and respect: 'Lovemarks'; 2.2.2 Inclusion and devotion: Cult Brands; 2.2.3 Mythology and status: Iconic Brands; 3 From Authority to Lifestyle: A Mapping of Symbol Intensive Brands; 3.1 A possible classification; 3.1.1 Authority Brands; 3.1.2 Solution Brands; 3.1.3 Icon Brands and Style Icons; 3.1.4 Icon Products; 3.1.5 Cult Brands; 3.1.6 Lifestyle Brands; 3.2 A dynamic model: How brands move within the map; 3.3 Knowing where to go to not disappear: The fading risk
3.4 Brand extensions: A true opportunity for just a few4 How Lifestyle Brands Work: An Interpretative Model; 4.1 Lifestyles and Lifestyle Brands; 4.2 An interpretative model; 4.2.1 The Background; 4.2.2 The Manifesto; 4.2.3 The Expression; 4.3 The 'human factor'; 4.3.1 Visionary Leaders; 4.3.2 Organisational mechanisms; 4.4 A model for the Lifestyle Brands, but not only ...; 5 The Model in Action; 5.1 A few emblematic cases; 5.2 Apple: A mandatory reference; 5.2.1 A couple of facts; 5.2.2 The reason Apple is a Lifestyle Brand; 5.2.3 Background (Credo and Stories)
5.2.4 Manifesto (Lifestyle Proposition and Codes)5.2.5 Expression (product, communication and experience); 5.2.6 Visionary Leadership and organisational mechanisms; 5.3 Diesel: Beyond fashion, a point of view on the world; 5.3.1 A couple of facts; 5.3.2 The reason Diesel is a Lifestyle Brand; 5.3.3 Background (Credo and Stories); 5.3.4 Manifesto (Lifestyle Proposition and Codes); 5.3.5 Expression (product, communication and experience); 5.3.6 Visionary Leadership and organisational mechanisms; 5.4 Patagonia: Eco-sustainability as a lifestyle; 5.4.1 A couple of facts
5.4.2 The reason Patagonia is a Lifestyle Brand5.4.3 Background (Credo and Stories); 5.4.4 Manifesto (Lifestyle Proposition and Codes); 5.4.5 Expression (product, communication and experience); 5.4.6 Visionary Leadership and organisational mechanisms; 5.5 Slow Food: Change the world, one bite at a time; 5.5.1 A couple of facts; 5.5.2 The reason why Slow Food is a Lifestyle Brand; 5.5.3 Background (Credo and Stories); 5.5.4 Manifesto (Lifestyle Proposition and Codes); 5.5.5 Expression (product, communication and experience); 5.5.6 Visionary Leadership and organisational mechanisms
5.6 Are you not a Lifestyle Brand? Perhaps this is why
What do brands like Apple, Diesel, Abercrombie & Fitch and Virgin have in common and what differentiates them from other brands? These brands are able to maintain a relationship with their clients that goes beyond brand loyalty. This gives a complete analysis of Lifestyle Brands, that inspire, guide and motivate beyond product benefits alone.
International business enterprises.
Marketing.
Leadership.
E-business.
Electronic commerce.
E-commerce.
Industrial procurement.
Public relations.
International Business.
Marketing.
Business Strategy/Leadership.
e-Business/e-Commerce.
Procurement.
Corporate Communication/Public Relations.