Editorial Reviews
Book Description
Brands 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, such as Benetton, LEGO, and Ryanair, and offers 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, Søren Askegaard, Richard Elliott and Jean-Noël Kapferer.
About the Author
Jonathan Schroeder is Professor of Marketing at the University of Exeter, UK. He is a Visiting Professor in Marketing Semiotics at University Bocconi in Milan, where he lectures in the Masters Program in Fashion, Experience and Design Management. He has taught at the University of California, Berkeley, the University of Rhode Island, Novgorod State University, Russia and the Royal Institute of Technology, Stockholm. He is an editor of the journal Consumption Markets and Culture. His research focuses on the production and consumption of images and has been published widely in marketing, psychology, design, and anthropology journals. His book Visual Consumption (Routledge 2002) introduced an interdisciplinary, image-based approach to understanding consumer behaviour. He received his Ph.D. from the University of California, Berkeley, and pursued postdoctoral work in visual studies at the Rhode Island School of Design.
Miriam Salzer-Morling is Associate Professor at the School of Business, Stock.
Brand Culture,Jonathan E. Schroeder,Miriam Salzer-Morling,Routledge,0415355990,Brand name products,Business / Economics / Finance,Marketing - General,Popular Culture - General,Social Science,Sociology,Communication Studies
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