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Brand society : how brands transform management and lifestyle / Martin Kornberger.

By: Material type: TextTextPublication details: Cambridge ; New York : Cambridge University Press, 2010.Description: xx, 308 p. ; 25 cmISBN:
  • 9780521726900 (pbk.)
Subject(s): DDC classification:
  • 658.827 22
Contents:
Brands and branding -- Introduction: The brand society -- Making sense of brands -- The making of brands -- How brands transform management -- Identity -- Culture -- Innovation -- How brands transform lifestyle -- Politics -- Ethics -- Aesthetics.
Summary: "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 symptoms of consumerism (sociological perspective). In Brand Society, Martin Kornberger combines these perspectives to show how brands have the power to transform both the organizations that develop them and the lifestyles of the individuals who consume them. This holistic approach shows how brands function as a medium between producers and consumers in a way that is rapidly transforming our economy and society. Using an array of practical case studies from a diverse set of organizations, this book provides a fascinating account of the way in which brands influence the lives of individuals and the organizations they work in"--Provided by publisher.
List(s) this item appears in: Management | Folklore | Human resource Management
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Books Books Library, Independent University, Bangladesh (IUB) Reference Stacks 658.827 K845b 2010 (Browse shelf(Opens below)) 01 Not For Loan 026106
Total holds: 0

"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 symptoms of consumerism (sociological perspective). In Brand Society, Martin Kornberger combines these perspectives to show how brands have the power to transform both the organizations that develop them and the lifestyles of the individuals who consume them. This holistic approach shows how brands function as a medium between producers and consumers in a way that is rapidly transforming our economy and society. Using an array of practical case studies from a diverse set of organizations, this book provides a fascinating account of the way in which brands influence the lives of individuals and the organizations they work in"--Provided by publisher.

Includes bibliographical references (p. 273-291) and index.

Brands and branding -- Introduction: The brand society -- Making sense of brands -- The making of brands -- How brands transform management -- Identity -- Culture -- Innovation -- How brands transform lifestyle -- Politics -- Ethics -- Aesthetics.