Brand Society: How Brands Transform Management and Lifestyle

by Martin Kornberger

• ISBN13: 9780521726900
• ISBN10: 0521726905
• Edition: 1st
• Format: Paperback
• Copyright: 2010-02-26
• Publisher: Cambridge University Press

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.

Table of Contents

List of figures	p. x
Preface	p. xi
Acknowledgements	p. xvii
Brands and branding	p. 1
Introduction: the brand society	p. 3
Making sense of brands	p. 24
The making of brands	p. 49
How brands transform management	p. 85
Identity	p. 87
Culture	p. 115
Innovation	p. 147
How brands transform lifestyle	p. 173
Politics	p. 175
Ethics	p. 205
Aesthetics	p. 236
Conclusion	p. 263
References	p. 273
Index	p. 292
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