| 청구기호 |
HD69.B7 .S362 2006eb |
| 형태사항 |
xv, 218 p. : ill. ; 24 cm.
|
| 언어 |
English |
| 일반주기 |
"Simultaneously published in the USA and Canada by Routledge."
|
| 서지주기 |
Includes bibliographical references and indexes.
|
| 내용 |
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-No?l Kapferer -- Managing leader and partner brands : the brand association base / Henrik Uggla -- Clarifying brand concepts -- Brands as a global ideoscape / Sen Askegaard -- Brave new brands : cultural branding between utopia and a-topia / Beno?t 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 Benetton's 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.
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| 주제 |
Brand name products.
|
| ISBN |
020300244X (electronic bk.)
|
