Brand Culture - Softcover

Softcover

ISBN 10: 0415355990 ISBN 13: 9780415355995

Publisher: Routledge, 2005

Synopsis

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 consumption brand management corporate branding 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-Noel Kapferer, 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.

About this title

Review:

'An impressive book that does much to reconcile the glaring disconnect between the revealed cultural lives of brands and dominant views of how branding works. Positioned squarely at the intersection of theory and practice, and informed by a wide array of perspectives and disciplines, the book is invaluable for practitioners and researchers who have struggled with the contextual, mutable, and co-created realities of the brand. This necessary and useful counterpoint truly advances our understanding of the why and how of brands.' - Susan Fournier, author, brand consultant, and Boston University,USA

 

Synopsis:

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. The topics covered include: the role of consumption; brand management; corporate branding; branding ethics; and the role of advertising. Reflecting the growth of brand research, 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-No Al Kapferer, Majken Schultz, and Richard Elliott.

Serving as 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.

About this edition

• Publisher: Routledge
• Publication date: 2005
• ISBN 10: 0415355990
• ISBN 13: 9780415355995
• Binding: Paperback
• Edition number: 1
• Number of pages: 236
• Editor: Schroeder Jonathan E.