Brand culture
By: edited by Jonathan E. Schroeder and Miriam Salzer-Mörling ; with Søren Askegaard ... [et al].
Contributors: Schroeder, Jonathan E., 1962-; Salzer-Mörling, Miriam.; Askegaard, Søren.
Publisher: Routledge
Published: 2006
Place of publication: London
Language: eng
Number of pages: 218
Subjects: Brand name products.
Notes: Includes bibliographical references and index.
Table of contents: title: A cultural perspective on corporate branding : the case of Lego Group / 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: Brands as a global ideoscape / Søren Askegaard; title: Brave new bran ds: 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: 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.