Brand Culture (Paperback, New edition)

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. scholars interested in brands, consumers and the broader cultural landscape that surrounds them.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Release date:	November 2005
First published:	2006
Editors:	Jonathan Schroeder • Miriam Salzer-Morling
Dimensions:	234 x 156 x 14mm (L x W x T)
Format:	Paperback
Pages:	224
Edition:	New edition
ISBN-13:	978-0-415-35599-5
Categories:	Books > Reference & Interdisciplinary > Communication studies > General
LSN:	0-415-35599-0
Barcode:	9780415355995

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