Screen LibraryBrand society：how brands transform management and lifestyle
Saved in:
| Main Authors: | |
|---|---|
| Published: |
Cambridge University Press,
|
| Publisher Address: | Cambridge New York |
| Publication Dates: | 2010. |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| Carrier Form: | xx, 308 p.: ; 25 cm. |
| ISBN: |
9780521898263 (hardback) 0521898269 (hardback) 9780521726900 (pbk.) 0521726905 (pbk.) |
| Index Number: | F760 |
| CLC: | F760.5 |
| Call Number: | F760.5/K846 |
| Contents: |
Includes bibliographical references (p. 273-291) and index. Brands and branding -- Introduction: The brand society -- Making sense of brands -- The making of brands -- How brands transform management -- Identity -- Culture -- Innovation -- How brands transform lifestyle -- Politics -- Ethics -- Aesthetics. "Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. Most attempts to explain the role of brands focus on brands either as management tools (managerial perspective) or as symptoms of consumerism (sociological perspective). In Brand Society, Martin Kornberger combines these perspectives to show how brands have the power to transform both the organizations that develop them and the lifestyles of the individuals who consume them... |