000			01797 a2200193 4500
020			_a0415355990 (paperback)
020			_a9780415355995 (paperback)
082	0	4	_a658.827
090			_c5819 _d5819
100	1		_aSchroeder, Jonathan E.
245	1	0	_aBrand culture / _cJonathan E. Schroeder, Miriam Salzer-Morling.
250			_aNew edition ed.
260			_a[S.l.] : _bRoutledge, _c2005.
300			_a240 p. ; _c24 cm.
520			_aBrands occupy an increasingly prominent place in the managerial mind as well as the cultural landscape. Recent research has shown that brands are interpreted or read in multiple ways, prompting an important and illuminating reconsideration of how branding "works," and shifting attention from brand producers toward consumer response to understand how branding interacts with consumers to create meaning. Largely missing from these insights, however, is an awareness of basic cultural processes that affect contemporary brands, including historical context, ethical concerns, and consumer response. Neither managers nor consumers completely control branding processes - cultural codes constrain how brands work to produce meaning. Brand Culture places brands firmly within culture to look at the complex underpinnings of branding processes. The reader finds case studies of iconic global brands like Benetton, LEGO, and Ryanair, practical managerial advice, as well as thoughtful analyses of broad concepts and strategic brand management by leading brand researchers, including John Balmer, Stephen Brown, Mary Jo Hatch, Majken Schultz, Soren Askegaard, Richard Elliott and Jean-Noel Kapferer.
700	1		_aSalzer-Morling, Miriam.
856	4	0	_3Amazon.com _uhttp://www.amazon.com/exec/obidos/ASIN/0415355990/chopaconline-20
942			_aNBS _cBK _k658.827 SCH
999			_c348218 _d348218