Lifestyle Brands A Guide to Aspirational Marketing

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  • Format: Hardcover
  • Copyright: 2013-01-01
  • Publisher: Palgrave Macmillan
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What 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.

Author Biography

STEFANIA SAVIOLO is a Professor in Management and Technology at SDA Bocconi in Milan, Italy. She teaches in the SDA Bocconi Strategic and Entrepreneurial Management Department and is Director of the Master in Fashion, Experience, and Design Management Division. She has a degree in Economics from the University of Bocconi, a Ph.D in International Law and Economics, and has studied at the Stern School of Business, New York University. Her interests are in competitive strategies in the style and fashion sectors, internationalization strategies, and brand management. She has published widely in Italian and in the Harvard Business Review China.

ANTONIO MARAZZA is the CEO of the Milan office of Landor Associates, one of the world's leading branding consultancies, and is a member of the European board of directors. His branding experience covers a wide range of industries, including financial services, consumer goods, B2B, oil, leisure, and luxury in brand strategy, naming, corporate branding, and product branding. He worked for seven years with Burson-Marsteller in Italy developing experience in public relations and public affairs. He has also worked with the Milan Chamber of Commerce, where he initiated and ran the communications and publishing department. He presents lectures on branding at several Italian universities and has a degree in economics and business from Bocconi University, Milan, Italy.

Table of Contents

Introduction - 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

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