Brand Society
How Brands Transform Management and Lifestyle
$57.99 (P)
- Author: Martin Kornberger, University of Technology, Sydney
- Date Published: February 2010
- availability: Available
- format: Paperback
- isbn: 9780521726900
$
57.99
(P)
Paperback
Other available formats:
Hardback, eBook
Looking for an examination copy?
This title is not currently available for examination. However, if you are interested in the title for your course we can consider offering an examination copy. To register your interest please contact collegesales@cambridge.org providing details of the course you are teaching.
-
Brands are a fait accompli: they represent a mountain range of evidence in search of a theory. They are much exploited, but little explored. In this book, Martin Kornberger sets out to rectify the ratio between exploiting and exploring through sketching out a theory of the Brand Society. Most attempts to explain the role of brands focus on brands either as marketing and management tools (business perspective) or a symptoms of consumerism (sociological perspective). Brand Society 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. That's the bottom line of the Brand Society: brands are a new way of organizing production and managing consumption. 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.
Read more- A holistic approach to one of the most pervasive phenomena in society
- Integrates philosophical perspectives and social theory with practical case studies from a diverse set of organizations
- Uses ideas from management, organization theory, cultural studies, sociology, anthropology, marketing and elsewhere
Reviews & endorsements
“An intelligent, well-informed book from someone who understands that brands and branding are intrinsic to the human condition and didn’t float over to Europe from the United States on a sea of Procter & Gamble detergent bubbles sometime in the 1960s…[Kornberger] also puts branding in the centre of management. This is the real strength of the book – to understand where branding comes from and place it into a contemporary corporate context…Kornberger is a clever, cultivated man who writes well. What else can you reasonably ask for?”
--Wally Olins, Market LeaderCustomer reviews
Not yet reviewed
Be the first to review
Review was not posted due to profanity
×Product details
- Date Published: February 2010
- format: Paperback
- isbn: 9780521726900
- length: 330 pages
- dimensions: 246 x 172 x 17 mm
- weight: 0.64kg
- contains: 1 b/w illus.
- availability: Available
Table of Contents
Foreword
Acknowledgements
Part I. Brands and Branding:
1. Introduction
2. Making sense of brands
3. The making of brands
Part II. How Brands Transform Management:
4. Identity
5. Culture
6. Innovation
Part III. How Brands Transform Lifestyle:
7. Politics
8. Ethics
9. Aesthetics
Conclusion
Bibliography
Index.
Sorry, this resource is locked
Please register or sign in to request access. If you are having problems accessing these resources please email lecturers@cambridge.org
Register Sign in» Proceed
You are now leaving the Cambridge University Press website. Your eBook purchase and download will be completed by our partner www.ebooks.com. Please see the permission section of the www.ebooks.com catalogue page for details of the print & copy limits on our eBooks.
Continue ×Are you sure you want to delete your account?
This cannot be undone.
Thank you for your feedback which will help us improve our service.
If you requested a response, we will make sure to get back to you shortly.
×