MTU Cork Library Catalogue

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Brand culture / Jonathan E. Schroeder and Miriam Salzer-Mèorling.

By: Schroeder, Jonathan E, 1962-.
Contributor(s): Salzer-Mèorling, Miriam.
Material type: materialTypeLabelBookPublisher: New York : Routledge, 2005Description: xv, 218 p. ; 24 cm.ISBN: 0415355990 .Subject(s): Brand name productsDDC classification: 658.827
Contents:
Part I: Corporate perspectives on brand culture -- Part II: Clarifying brand concepts -- Part III: Consuming brand culture.
Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
General Lending MTU Bishopstown Library Lending 658.827 (Browse shelf(Opens below)) 1 Available 00105710
Total holds: 0

Enhanced descriptions from Syndetics:

This fascinating book shows that neither managers nor consumers completely control branding processes - cultural codes constrain how brands work to produce meaning. Placing brands firmly within the context of culture, it investigates these complex foundations. Topics covered include:

the role of consumptionnbsp; brand managementnbsp; corporate brandingnbsp; branding ethics the role of advertising.

This excellent text includes case studies of iconic international brands such as LEGO, Nokia and Ryanair, and analysis by leading researchers including John M.T. Balmer, Stephen Brown, Mary Jo Hatch, Jean-Noël Kapferer, Majken Schultz, and Richard Elliott.nbsp; An outstanding collection, it will be a useful resource for all students and scholars interested in brands, consumers and the broader cultural landscape that surrounds them.

Simultaneously published in the USA and Canada by Routledge.

Includes bibliographical references and indexes.

Part I: Corporate perspectives on brand culture -- Part II: Clarifying brand concepts -- Part III: Consuming brand culture.

Table of contents provided by Syndetics

  • List of illustrations (p. vii)
  • Notes on contributors (p. ix)
  • Acknowledgements (p. xv)
  • Introduction: the cultural codes of branding (p. 1)
  • Part I Corporate Perspectives on Brand Culture (p. 13)
  • 1 A cultural perspective on corporate branding: the case of LEGO Group (p. 15)
  • 2 Corporate brand cultures and communities (p. 34)
  • 3 Ambi-brand culture: on a wing and a swear with Ryanair (p. 50)
  • 4 The two business cultures of luxury brands (p. 67)
  • 5 Managing leader and partner brands: the brand association base (p. 77)
  • Part II Clarifying Brand Concepts (p. 89)
  • 6 Brands as a global ideoscape (p. 91)
  • 7 Brave new brands: cultural branding between Utopia and A-topia (p. 103)
  • 8 Rethinking identity in brand management (p. 118)
  • 9 Brand management and design management: a nice couple or false friends? (p. 136)
  • Part III Consuming Brand Culture (p. 153)
  • 10 Symbolic brands and authenticity of identity performance (p. 155)
  • 11 Branding ethics: negotiating Benetton's identity and image (p. 171)
  • 12 Brand ecosystems: multilevel brand interaction (p. 186)
  • 13 Selling dreams: the role of advertising in shaping luxury brand meaning (p. 198)
  • Index of companies (p. 211)
  • General index (p. 214)

Author notes provided by Syndetics

Jonathan E. Schroeder is Professor of Marketing at the University of Exeter, UK, and Visiting Professor in Marketing Semiotics at Bocconi University, Milan. His research focuses on the production and consumption of images.

Miriam Salzer-Mörling is Associate Professor at the School of Business, Stockholm University. As a branding consultant she has specialized in the development of the 'corporate soul' and communicative strategies for both public and commercial organizations.

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