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Brand society : how brands transform management and lifestyle / Martin Kornberger.
Publication details: Cambridge ; New York : Cambridge University Press, 2010.Description: xx, 308 p. ; 25 cmContent type:- text
- unmediated
- volume
- 9780521726900 (pbk.) :
- 0521726905 (pbk.) :
- HD69.B7 K66 2010
Contents:
Summary: "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. This holistic approach shows how brands function as a medium between producers and consumers in a way that is rapidly transforming our economy and society. Using an array of practical case studies from a diverse set of organizations, this book provides a fascinating account of the way in which brands influence the lives of individuals and the organizations they work in"--Provided by publisher.
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.
| Item type | Current library | Home library | Shelving location | Call number | Status | Barcode | |
|---|---|---|---|---|---|---|---|
Books
|
American University in Dubai | American University in Dubai | Main Collection | HD 69 .B7 K66 2010 (Browse shelf(Opens below)) | Available | 5043240 |
Browsing American University in Dubai shelves, Shelving location: Main Collection Close shelf browser (Hides shelf browser)
| HD 69 .B7 K45 2003 Strategic brand management : building, measuring, and managing brand equity / | HD 69 .B7 K45 2003 Best practice cases in branding : lessons from the world's strongest brands / | HD 69 .B7 K46 2005 Kellogg on branding : the marketing faculty of the Kellogg School of Management / | HD 69 .B7 K66 2010 Brand society : how brands transform management and lifestyle / | HD 69 .B7 K855 2007 Private label strategy : how to meet the store brand challenge / | HD 69 .B7 L486 2003 A branded world : adventures in public relations and the creation of superbrands / | HD 69 .B7 L548 2005 Brand sense : build powerful brands through touch, taste, smell, sight, and sound / |
"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. This holistic approach shows how brands function as a medium between producers and consumers in a way that is rapidly transforming our economy and society. Using an array of practical case studies from a diverse set of organizations, this book provides a fascinating account of the way in which brands influence the lives of individuals and the organizations they work in"--Provided by publisher.
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.
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