MOMENTAN AUSVERKAUFT
Über dieses Produkt
Product Identifiers
PublisherPalgrave Macmillan The Limited
ISBN-101137285923
ISBN-139781137285928
eBay Product ID (ePID)117290488
Product Key Features
Number of PagesXiv, 141 Pages
LanguageEnglish
Publication NameLifestyle Brands : a Guide to Aspirational Marketing
SubjectMarketing / General, Consumer Guides, Customer Relations, International / General, Strategic Planning
Publication Year2012
TypeNot Available
Subject AreaReference, Business & Economics
AuthorAntonio Marazza, Stefania Saviolo
FormatHardcover
Dimensions
Item Height0.3 in
Item Weight127.4 Oz
Item Length9.3 in
Item Width6.5 in
Additional Product Features
LCCN2012-041125
Dewey Edition23
Number of Volumes1 vol.
IllustratedYes
Dewey Decimal658.8/27
Table Of ContentIntroduction - Brands and Symbolic Value Brands and Social Identities: an Increasingly Close Link The Brand: What is it, How it Builds Value and Why We Grow Fond of it From Authority to Lifestyle: a Mapping of Brands With High Symbolic Value How Lifestyle Brands Work: an Interpretative Model The Model in Action The Economic Impact and Financial Equity of the Brand Examples include Patagonia, Nike, The Body Shop, Abercrombie & Fitch, Club Med, Diesel, Apple, Virgin
Intended AudienceTrade
SynopsisWhat do brands like Apple, Diesel, Abercrombie & Fitch and Virgin have in common and what differentiates them from other brands? These brands are able to maintain a relationship with their clients that goes beyond brand loyalty. This gives a complete analysis of Lifestyle Brands, that inspire, guide and motivate beyond product benefits alone., What do Apple, Patagonia, Virgin and Slow Food have in common? Why do millions of people identify with Nike and idolize Ferrari cars? Why are some brands simply fads that emerge suddenly and then disappear as quickly, while others become part of a lifestyle and are never forgotten? Antonio Marazza, General Manager of Landor Milan, and Stefania Saviolo, Professor at Bocconi University, investigate the reasons why some brands are adopted by people not for what they do, or what they stand for, but for the inspiration they provide. Drawing on both cutting-edge research and empirical observation, this book offers a practical guide to successfully manage authority, cult, icon and lifestyle brands with examples from industries such as automotive, fashion, luxury, design, where symbolic value creation is key.
LC Classification NumberHD62.4-62.45
