This attention-grabbing booklet indicates that neither managers nor shoppers thoroughly keep watch over branding procedures – cultural codes constrain how manufacturers paintings to supply which means. putting manufacturers firmly in the context of tradition, it investigates those advanced foundations. issues coated include:
- the function of consumption
- brand management
- corporate branding
- branding ethics
- the position of advertising.
This first-class textual content contains case reports of iconic overseas manufacturers resembling LEGO, Nokia and Ryanair, and research via major researchers together with John M.T. Balmer, Stephen Brown, Mary Jo Hatch, Jean-Noël Kapferer, Majken Schultz, and Richard Elliott. a great assortment, it is going to be an invaluable source for all scholars and students attracted to manufacturers, shoppers and the wider cultural panorama that surrounds them.
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