Brand culture

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 consumptionnbsp; brand managementnbsp; corporate brandingnbsp; 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.nbsp; 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 Notes

Jonathan E. Schroeder is Professor of Marketing at the University of Exeter, UK, and Visiting Professor in Marketing Semiotics at Bocconi University, Milan. His research focuses on the production and consumption of images.

Miriam Salzer-Mörling is Associate Professor at the School of Business, Stockholm University. As a branding consultant she has specialized in the development of the 'corporate soul' and communicative strategies for both public and commercial organizations.

Jonathan E. Schroeder and Miriam Salzer-MorlingMajken Schultz and Mary Jo HatchJohn M. T. BalmerStephen BrownJean-Noel KapfererHenrik UgglaSoren AskegaardBenoit HeilbrunnFabian Faurholt Csaba and Anders BengtssonUlla Johansson and Lisbeth Svengren HolmRichard Elliott and Andrea DaviesJanet L. Borgerson and Martin Escudero Magnusson and Frank MagnussonSven BergvallArianna Brioschi

List of illustrations	p. vii
Notes on contributors	p. ix
Acknowledgements	p. xv
Introduction: the cultural codes of branding	p. 1
Part I Corporate Perspectives on Brand Culture	p. 13
1 A cultural perspective on corporate branding: the case of LEGO Group	p. 15
2 Corporate brand cultures and communities	p. 34
3 Ambi-brand culture: on a wing and a swear with Ryanair	p. 50
4 The two business cultures of luxury brands	p. 67
5 Managing leader and partner brands: the brand association base	p. 77
Part II Clarifying Brand Concepts	p. 89
6 Brands as a global ideoscape	p. 91
7 Brave new brands: cultural branding between Utopia and A-topia	p. 103
8 Rethinking identity in brand management	p. 118
9 Brand management and design management: a nice couple or false friends?	p. 136
Part III Consuming Brand Culture	p. 153
10 Symbolic brands and authenticity of identity performance	p. 155
11 Branding ethics: negotiating Benetton's identity and image	p. 171
12 Brand ecosystems: multilevel brand interaction	p. 186
13 Selling dreams: the role of advertising in shaping luxury brand meaning	p. 198
Index of companies	p. 211
General index	p. 214

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Summary

Summary

Author Notes

Table of Contents