how brands transform management and lifestyle Kornberger, Martin 1974- creator text bibliography enk Cambridge New York Cambridge University Press 2010 monographic eng

print

xx, 308 p. ; 25 cm. "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. 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. Martin Kornberger. Includes bibliographical references (p. 273-291) and index. Brand name products Brand name products Management Popular culture 658.827 9780521726900 (pbk.) BD-DhIUB 190529 20220701011032.0 23630