33030

edited by Jonathan E. Schroeder and Miriam Salzer-M?rling ; with S?ren Askegaard ... [et al.]

Routledge

xv, 218 p. : ill. ; 24 cm.

"Simultaneously published in the USA and Canada by Routledge.",Includes bibliographical references and indexes

Introduction : the cultural codes of branding / Jonathan E. Schroeder and Miriam Salzer-M?rling -- Corporate perspectives on brand culture -- A cultural perspective on corporate branding : the case of LEGO Group / Majken Schultz and Mary Jo Hatch -- Corporate brand cultures and communities / John M.T. Balmer -- Ambi-brand culture : on a wing and a swear with Ryanair / Stephen Brown -- The two business cultures of luxury brands / Jean-Noق l Kapferer -- Managing leader and partner brands : the brand association base / Henrik Uggla -- Clarifying brand concepts -- Brands as a global ideoscape / S?ren Askegaard -- Brave new brands : cultural branding between utopia and a-topia / Benoكt Heilbrunn -- Rethinking identity in brand management / Fabian Faurholt Csaba and Anders Bengtsson -- Brand management and design management : a nice couple or false friends? / Ulla Johansson and Lisbeth Svengren Holm -- Consuming brand culture -- Symbolic brands and authenticity of identity performance / Richard Elliott and Andrea Davies -- Branding ethics : negotiating Benettonʹs identity and image / Janet L. Borgerson, Martin Escudero Magnusson, and Frank Magnusson -- Brand ecosystems : multilevel brand interaction / Sven Bergvall -- Selling dreams : the role of advertising in shaping luxury brand meaning / Arianna Brioschi

AU Schroeder, Jonathan E 1962- , AU Salzer-M?rling, Miriam , AU Askegaard, S?ren

HD

69

.B7 .S362

2006

HD 69 .B7 .S362 2006

2006