Brand Culture
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Brand Culture
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Author : Jonathan Schroeder
language : en
Publisher: Routledge
Release Date : 2006-03-27
Brand Culture written by Jonathan Schroeder and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-03-27 with Business & Economics categories.
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-Noël 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.
Brand Culture And Identity Concepts Methodologies Tools And Applications
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Author : Management Association, Information Resources
language : en
Publisher: IGI Global
Release Date : 2018-10-05
Brand Culture And Identity Concepts Methodologies Tools And Applications written by Management Association, Information Resources and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10-05 with Business & Economics categories.
The world of brands is undergoing a sea change in the domain of consumer culture, and it has become a challenge to cater to the taste and needs of audiences. The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative for success in a competitive marketplace. Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications is a vital reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Highlighting a range of topics such as consumer behavior, advertising, and emotional branding, this multi-volume book is ideally designed for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.
Authentictm
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Author : Sarah Banet-Weiser
language : en
Publisher: NYU Press
Release Date : 2012-11-26
Authentictm written by Sarah Banet-Weiser and has been published by NYU Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-11-26 with Social Science categories.
Brands are everywhere. Branding is central to political campaigns and political protest movements; the alchemy of social media and self-branding creates overnight celebrities; the self-proclaimed “greening” of institutions and merchant goods is nearly universal. But while the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Sarah Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics. That, in fact, we live in a brand culture. Authentic™ maintains that branding has extended beyond a business model to become both reliant on, and reflective of, our most basic social and cultural relations. Further, these types of brand relationships have become cultural contexts for everyday living, individual identity, and personal relationships—what Banet-Weiser refers to as “brand cultures.” Distinct brand cultures, that at times overlap and compete with each other, are taken up in each chapter: the normalization of a feminized “self-brand” in social media, the brand culture of street art in urban spaces, religious brand cultures such as “New Age Spirituality” and “Prosperity Christianity,”and the culture of green branding and “shopping for change.” In a culture where graffiti artists loan their visions to both subway walls and department stores, buying a cup of “fair-trade” coffee is a political statement, and religion is mass-marketed on t-shirts, Banet-Weiser questions the distinction between what we understand as the “authentic” and branding practices. But brand cultures are also contradictory and potentially rife with unexpected possibilities, leading Authentic™ to articulate a politics of ambivalence, creating a lens through which we can see potential political possibilities within the new consumerism.
Logos
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Author : Conway Lloyd Morgan
language : en
Publisher: Rotovision
Release Date : 1999
Logos written by Conway Lloyd Morgan and has been published by Rotovision this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Business & Economics categories.
In the fight for market share and customer loyalty, the logo is a key weapon in the corporate armoury. Logos provide the bedrock for the development of corporate identities, for the evolution of commercial brands, and for the nurturing of corporate culture. Logos are a primary means of communicating corporate values to customers and employees, to shareholders and investors, in the marketplace and in the world.
From Chinese Brand Culture To Global Brands
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Author : W. Zhiyan
language : en
Publisher: Springer
Release Date : 2013-10-08
From Chinese Brand Culture To Global Brands written by W. Zhiyan and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-08 with Business & Economics categories.
From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance.
Blowing Up The Brand
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Author : Melissa Aronczyk
language : en
Publisher: Peter Lang
Release Date : 2010
Blowing Up The Brand written by Melissa Aronczyk and has been published by Peter Lang this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Brand name products categories.
"This edited volume seeks to redress the lack of scholarly work that takes promotion seriously as a form of social, cultural, political, and economic exchange. It unpacks the vernacular, the institutional structures, and the practices and performances that make up promotional culture in everyday life, offering diverse critical perspectives on how, as citizens, consumers, and users, we absorb, navigate, confront, and resist its influence. Contributions from both renowned scholars and emerging intellectuals make this book a timely and valuable contribution to the fields of media and communication studies, political science, cultural studies, sociology, and anthropology." --BOOK JACKET.
Corporate Cultures And Global Brands
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Author : Albrecht Rothacher
language : en
Publisher: World Scientific
Release Date : 2004
Corporate Cultures And Global Brands written by Albrecht Rothacher and has been published by World Scientific this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
This interesting book covers the development of 19 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from ownerOCofounderOCorun companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril. Contents: Corporate Identities and Successful Branding; Mars Inc.: More than Candies and Cat Food; The Bitter Sweet Chocolates of Sprngli-Lindt; Kikkoman: Far Travelled Sauces; Who Loves McDonald's ?; For God, America and the Real Thing: The Coke Story; Zubrowka Bison Vodka: The High Is the Limit; Ikea: The SmNland Way Goes Global; The Rise and Fall of the Seibu-Saison Empire; United, the Benetton Way; Nike Just Did It; Nokia: Connecting People through a Disconnected Past; Sony: Made by Morita; Sir Richard Branson's Virgins; Toyota: The Reluctant Multinational; Fiat: The Festa Is Over; Corporate Mergers, Merged Brands in Trouble: DaimlerChrysler and BMW-Rover; The Lego Universe of Building Bricks; The Magic of Disney. Readership: Students, professionals and lay people interested in management and business issues."
Fusion
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Author : Denise Lee Yohn
language : en
Publisher: Hachette UK
Release Date : 2018-03-22
Fusion written by Denise Lee Yohn and has been published by Hachette UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-03-22 with Business & Economics categories.
'Leaders everywhere are trying to build great brands, but few realise how powerfully brands are shaped by the cultures of their organizations. This compelling book shows how.' -Adam Grant, New York Times bestselling author of Originals and Give and Take In FUSION, Denise Lee Yohn examines some of the world's greatest organizations and reverse-engineers their greatness - specifically how they've integrated what's on the inside (culture) with what's on the outside (brand) for remarkable results. Through detailed case studies, interviews with industry leaders, findings from respected academic research and drawing on her own experience working with extraordinary brands across a broad range of sectors, Denise shows how great companies achieve the brand-culture fusion that creates extraordinary results and growth. FUSION is for those with responsibility and oversight for the core operations of their business (C-Suite and line managers) who also set the tone and direction for their companies. The book includes access to Denise's proprietary online assessment for determining how close to or how far from brand/culture integration a company is and a blueprint for achieving brand-culture fusion.
Brand Culture
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Author : Jonathan E. Schroeder
language : en
Publisher:
Release Date : 2008
Brand Culture written by Jonathan E. Schroeder and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with categories.
Visual images constitute much corporate communication about products, economic performance, and social responsibility, and also inform governmental efforts to create positive attitudes for citizens, consumers, and organizations. Brand image, corporate image, advertising images, and images of identity all depend upon compelling visual imagery. This paper discusses methodological and theoretical issues of visual images as they pertain to brands via interdisciplinary research examples and exemplars. I place visual issues within a broader theoretical perspective of brand culture - the cultural dimensions or codes of brands - history, images, myths, art, theatre - that influence brand meaning in the marketplace. Visual consumer research cuts across methodological and topical boundary lines - the possibilities and problems of visual approaches encompass experimental and interpretive realms, and include such varied topics as information processing, image interpretation, and research techniques.
Brand Culture And Identity
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Author : Information Reso Management Association
language : en
Publisher:
Release Date : 2018-05-04
Brand Culture And Identity written by Information Reso Management Association and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-05-04 with Business & Economics categories.