Brand Culture

Features

• Cover Type: Paperback with 218 pages
• Published by: Routledge
• Edition: 1st Edition December 16, 2005
• Written in: English
• ISBN 10 Number: 0415355990
• ISBN 13 Number: 978-0415355995
• Book Dimensions: 9.1 x 6.1 x 0.6 inches
• Weighs: 14.1 ounces

Product Review


An impressive book that does much to reconcile the glaring disconnect between the revealed cultural lives of brands and dominant views of how branding works. Positioned squarely at the intersection of theory and practice, and informed by a wide array of perspectives and disciplines, the book is invaluable for practitioners and researchers who have struggled with the contextural, mutable, and co-created realities of the brand. This necessary and useful counterpoint truly advances our understanding of the why and how of brands.
Susan Fournier, author, brand consultant, and Professor of Marketing at Boston University


For better or for worse, brands have become potent sites of cultural expression and contest Brand Culture is a pioneering and ambitious collection that helps unveil how brand symbolism works.
Douglas Holt, LOréal Professor of Marketing, Saïd Business School, University of Oxford


Brand Culture makes a hefty nudge in the direction of a paradigm shift in brand management theory. Accessible and insightful, this collection of analyses and case studies clearly shows why branding must be understood first and foremost as a cultural process.
Craig J. Thompson, Churchill Professor of Marketing, University of Wisconsin-Madison

Product 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.