Lifestyle Brands: A Guide to Aspirational Marketing - Hardcover
Inhaltsangabe
First book to provide a consistent and dynamic approach to lifestyle brands with up to date cases and examples
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Reseña del editor
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.
Biografía del autor
ANTONIO MARAZZA is General Manager at Landor Milan. At Landor, the world's pre-eminent brand consulting firm, he has headed important projects for numerous major international brands in the areas of brand positioning, brand architecture, naming, brand identity, brand experience and the alignment of business culture to brand values and philosophy.
STEFANIA SAVIOLO is Professor of Management in Fashion, Luxury and Creative industries at Bocconi University and SDA Bocconi School of Management. At Bocconi, she founded and is Director of the International Master in Fashion, Experience & Design Management (MAFED). She acts as a management consultant for leading fashion, luxury and lifestyle companies in the areas of brand management and creative processes. She has also published numerous books and articles on these subjects in Italy and internationally.
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- VerlagAIAA
- Erscheinungsdatum2012
- ISBN 10 1137285923
- ISBN 13 9781137285928
- EinbandTapa dura
- SpracheEnglisch
- Anzahl der Seiten156
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Lifestyle Brands: A Guide to Aspirational Marketing
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Palgrave Macmillan (edition 2013), 2012
ISBN 10: 1137285923
ISBN 13: 9781137285928
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Lifestyle Brands: A Guide to Aspirational Marketing
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Zustand: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In good all round condition. Dust jacket in good condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,500grams, ISBN:9781137285928. Artikel-Nr. 9776433
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Lifestyle Brands: A Guide to Aspirational Marketing
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Lifestyle Brands
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Zustand: New. ANTONIO MARAZZA is General Manager at Landor Milan. At Landor, the world s pre-eminent brand consulting firm, he has headed important projects for numerous major international brands in the areas of brand positioning, brand architecture, naming, brand ident. Artikel-Nr. 204350728
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