Lien ebook : https://search-ebscohost-com.ezproxy.univ-catholille.fr/logi...

eISBN : 9780203002445

Sommaire : Contents

Introduction : The Cultural Codes of Branding, Jonathan E. Schroeder and Miriam Salzer-Morling

Part I : Corporate Perspectives on Brand Culture

1. Corporate Branding as Strategy: The Case of LEGO Company, Majken Schultz and Mary Jo Hatch
2. Corporate Brand Cultures and Communities, John Balmer
3. Ambi-Brand Culture: On a Wing and a Swear with Ryanair, Stephen Brown
4. The Two Business Cultures of Luxury Brands, Jean-Noel Kapferer
5. Managing Leader and Partner Brands: the Brand Association Base, Henrik Uggla

Part II : Clarifying Brand Concepts

6. Brands as a Global Ideoscape, Soren Askegaard
7. Brave New Brands: Cultural Branding between Utopia and A-topia, Benoit Heilbrunn
8. Rethinking Identity in Brand Management, Fabian Faurholt Csaba and Anders Bengtsson
9. Design Management and Branding Management: A Nice Couple, Lisbeth Svengren

Langue : Anglais

Localisation : Bibliothèque Campus de Nice

Support : Numérique

Etat : Présent

Propriétaire : Bibliothèque