Brand Culture PDF ePub eBook

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Brand Culture free pdf 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.

About Jonathan Schroeder

University of Exeter, UK

Details Book

Author : Jonathan Schroeder
Publisher : Routledge
Data Published : 24 November 2005
ISBN : 0415355990
EAN : 9780415355995
Format Book : PDF, Epub, DOCx, TXT
Number of Pages : 240 pages
Age + : 15 years
Language : English
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