Non-Fiction Books:

Brand Culture

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Paperback / softback

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Brand Culture
$187.99
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Description

Recent research has shown that brands are interpreted in multiple ways, prompting an illuminating reconsideration of how branding 'works', and shifting attention from producers to consumer response in order to understand how this interaction creates meaning. Yet, till now, an awareness of the basic cultural processes affecting contemporary brands, such as historical context, ethical concerns and consumer response, has been missing. 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: - brand building - corporate identity management - marketing communication - brand theory. Reflecting the growth of brand research, this excellent text includes case studies of iconic international brands such as Lego, Nokia and Benetton, and analysis by leading researchers including John Balmer, Mary Jo Hatch, Majken Schultz, and Richard Elliott. 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.

Author Biography

University of Exeter, UK
Release date NZ
November 24th, 2005
Contributors
Edited by Jonathan Schroeder Edited by Miriam Salzer-Morling
Country of Publication
United Kingdom
Illustrations
10 Line drawings, black and white; 1 Halftones, black and white; 9 Tables, black and white
Imprint
Routledge
Pages
224
Dimensions
156x234x12
ISBN-13
9780415355995
Product ID
1683056

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