Lifestyle Brands

A Guide to Aspirational Marketing
2013. Auflage 2012
ISBN: 978-1-137-28592-8
Verlag: Palgrave MacMillan UK

Buch, Englisch, 141 Seiten, Format (B × H): 163 mm x 241 mm, Gewicht: 3613 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Saviolo, S.

Marazza, A.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Einkauf, Logistik, Supply-Chain-Management

Inhaltsverzeichnis

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

Über Autor(innen)

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.