broad concepts and strategic brand management by leading brand researchers, including John Balmer, Stephen Brown, Mary Jo Hatch, Majken Schultz, Sø ren Askegaard, Richard Elliott and Jean-Noë l Kapferer.
Exploring current issues in brand management, this book fills a niche in the burgeoning cache of branding literature with a distinctive managerially and theoretically informed perspective on the cultural dimensions of branding.
Exploring current issues in brand management, this book fills a niche in the burgeoning cache of branding literature with a distinctive managerially and theoretically informed perspective on the cultural dimensions of branding.
"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, L'Oréal 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
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, L'Oréal 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