Brand culture
By: Jonathan E. Schroeder and Miriam Salzer-Mörling.
Contributors: Salzer-Mörling, Miriam.
Publisher: Routledge
Published: 2005
Place of publication: New York, NY
Language: eng
Number of pages: 218
Subjects: Brand name products
Notes: Includes bibliographical references and index.
"Simultaneously published in the USA and Canada by Routledge."
Table of contents: title: Introduction: the cultural codes of branding / Jonathan E. Schroeder and Miriam Salzer-Mörling; title: Corporate perspectives on brand culture; title: Corporate branding as strategy: the case of Lego Company / Majken Schultz and Mary Jo Hatch; title: Corporate brand cultures and communities / John Balmer; title: Ambi-brand culture: on a wing and a swear with Ryanair / Stephen Brown; title: The two business cultures of luxury brands / Jean-Noël Kapferer; title: Managing leader and partner brands: the brand association base / Henrik Uggla; title: Clarifying brand concepts; title: Brands as a global ideoscape / Søren Askegaard; title: Brave new brands: cultural branding between utopia and a-topia / Benoît Heilbrunn; title: Rethinking identity in brand management / Fabian Faurholt Csaba and Anders Bengtsson; title: Design management and branding management: a nice couple or false friends? / Ulla Johansson and Lisbeth Svengren Holm; title: Consuming brand culture; title: Symbolic brands and authenticity of identity performance / Richard Elliott and Andrea Davies; title: Branding ethics: negotiating Benetton's identity and image / Janet Borgerson, Martin Escudero Magnusson, and Frank Magnusson; title: Brand ecosystems: multilevel brand interaction / Sven Bergvall; title: Selling dreams: the role of advertising in shaping luxury brands meaning / Arianna Brioschi.