Brand Culture by Jonathan Schroeder
Brand Culture by Jonathan Schroeder
English | 24 Nov. 2005 | ISBN: 0415355982, 0415355990 | 218 Pages | PDF | 1 MB
English | 24 Nov. 2005 | ISBN: 0415355982, 0415355990 | 218 Pages | PDF | 1 MB
This fascinating book shows that neither managers nor consumers completely control branding processes – cultural codes constrain how brands work to produce meaning. Placing brands firmly within the context of culture, it investigates these complex foundations. Topics covered include:
the role of consumption
brand management
corporate branding
branding ethics
the role of advertising