Holdings: Brand culture :: THWS Bibkatalog

Brand culture:

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Bibliographic Details
Format:	Book
Language:	English
Published:	London [u.a.] Cass 2006
Edition:	1. publ.
Subjects:	Brand name products Markenimage Markenpolitik Aufsatzsammlung Aufsatzsammlung - Markenartikel - Marke - Kultur Aufsatzsammlung - Markenimage - Markenpolitik
Online Access:	Table of contents Inhaltsverzeichnis
Item Description:	Literaturangaben
Physical Description:	XV, 218 S.
ISBN:	9780415355995 9780415355988 0415355982 0415355990

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Record in the Search Index

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adam_text	Contents List of illustrations vii Notes on contributors ix Acknowledgements xv Introduction: the cultural codes of branding 1 Jonathan E. Schroeder and Miriam Salzer Morling Parti CORPORATE PERSPECTIVES ON BRAND CULTURE 13 1 A cultural perspective on corporate branding: the case of LEGO Group 15 Majken Schultz and Mary Jo Hatch 2 Corporate brand cultures and communities 34 John M. T. Balmer 3 Ambi brand culture: on a wing and a swear with Ryanair 50 Stephen Brown 4 The two business cultures of luxury brands 67 Jean Noel Kapferer 5 Managing leader and partner brands: the brand association base 77 Henrik Uggla Part II CLARIFYING BRAND CONCEPTS 89 6 Brands as a global ideoscape 91 S0ren Askegaard v 1:1 CONTENTS 7 Brave new brands: cultural branding between Utopia and A topia 103 Benoft Heilbrunn 8 Rethinking identity in brand management 118 Fabian Faurholt Csaba and Anders Bengtsson 9 Brand management and design management: a nice couple or false friends? 136 Ulla Johansson and Lisbeth Svengren Holm Part III CONSUMING BRAND CULTURE 153 10 Symbolic brands and authenticity of identity performance 155 Richard Elliott and Andrea Davies 11 Branding ethics: negotiating Benetton s identity and image 171 Janet L. Borgerson, Martin Escudero Magnusson and Frank Magnusson 12 Brand ecosystems: multilevel brand interaction 186 Sven Bergvall 13 Selling dreams: the role of advertising in shaping luxury brand meaning 198 Arianna Brioschi Index of companies 211 General index 214 ll vi Illustrations FIGURES 1.1 Making brand identity values more LEGO specific 21 1.2 Visualizing the cycles of corporate branding 25 4.1 The two business cultures of luxury brands 72 5.1 The brand association base 79 5.2 The semiotic brand association base 85 7.1 The semiotic square of valorizations 109 7.2 Types of values defended by McDonald s 110 7.3 Values defended by Carrefour in its institutional campaign 111 7.4 Disneyland: a degenerate Utopia 112 7.5 Utopian brands as transformative devices 113 8.1 Concepts of identity in brand management and social theory 128 9.1 Factors influencing the character of the design process and design approaches 139 TABLES 1.1 The cycles of corporate branding 17 1.2 The cultural dimensions of the shift to corporate branding 20 1.3 Gaps in corporate brand management and their relations to brand cycles 29 2.1 A comparison between product and corporate brands 37 2.2 A comparison between corporate identities and corporate brands 40 5.1 Incentives for leader and partner brands 82 8.1 Four perspectives on brand identity 131 9.1 Comparison between the brand management and design management concepts 147 13.1 Luxury brand advertising cluster analysis 207 vii â‚¬
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dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
edition	1. publ.
format	Book
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spelling	Brand culture ed. by Jonathan E. Schroeder and Miriam Salzer-Mörling 1. publ. London [u.a.] Cass 2006 XV, 218 S. txt rdacontent n rdamedia nc rdacarrier Literaturangaben Brand name products Markenimage (DE-588)4136439-9 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Aufsatzsammlung - Markenartikel - Marke - Kultur Aufsatzsammlung - Markenimage - Markenpolitik Markenpolitik (DE-588)4144679-3 s Markenimage (DE-588)4136439-9 s b DE-604 Schroeder, Jonathan E. 1962- Sonstige (DE-588)134238028 oth http://www.loc.gov/catdir/toc/ecip059/2005006801.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013342817&sequence=000006&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Brand culture Brand name products Markenimage (DE-588)4136439-9 gnd Markenpolitik (DE-588)4144679-3 gnd
subject_GND	(DE-588)4136439-9 (DE-588)4144679-3 (DE-588)4143413-4
title	Brand culture
title_auth	Brand culture
title_exact_search	Brand culture
title_full	Brand culture ed. by Jonathan E. Schroeder and Miriam Salzer-Mörling
title_fullStr	Brand culture ed. by Jonathan E. Schroeder and Miriam Salzer-Mörling
title_full_unstemmed	Brand culture ed. by Jonathan E. Schroeder and Miriam Salzer-Mörling
title_short	Brand culture
title_sort	brand culture
topic	Brand name products Markenimage (DE-588)4136439-9 gnd Markenpolitik (DE-588)4144679-3 gnd
topic_facet	Brand name products Markenimage Markenpolitik Aufsatzsammlung Aufsatzsammlung - Markenartikel - Marke - Kultur Aufsatzsammlung - Markenimage - Markenpolitik
url	http://www.loc.gov/catdir/toc/ecip059/2005006801.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013342817&sequence=000006&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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