Brand society : how brands transform management and lifestyle
"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 sym...
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| Format: | Book |
| Language: | English |
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Cambridge, U.K. ; New York :
Cambridge University Press ,
c2010
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Table of Contents:
- 1. Brands and branding
- 2. Introduction: The brand society
- 3. Making sense of brands
- 4. The making of brands
- 5. How brands transform management
- 6. Identity
- 7. Culture
- 8. Innovation
- 9. How brands transform lifestyle
- 10. Politics
- 11. Ethics
- 12. Aesthetics