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Lifestyle brands : a guide to aspirational marketing

[NT 42944] Record Type:	[NT 8598] Electronic resources : [NT 40817] monographic
[NT 47348] Title Information:	a guide to aspirational marketing
[NT 47261] Author:	SavioloStefania.,
[NT 47353] Alternative Intellectual Responsibility:	MarazzaAntonio.,
[NT 47351] Place of Publication:	Houndmills, Basingstoke New York, NY
[NT 47263] Published:	Palgrave Macmillan;
[NT 47352] Year of Publication:	2013
[NT 47264] Description:	1 online resource.
[NT 47266] Subject:	Branding (Marketing) -
[NT 47266] Subject:	Product management. -
[NT 47266] Subject:	Lifestyles. -
[NT 47266] Subject:	Consumer behavior. -
[NT 47266] Subject:	BUSINESS & ECONOMICS / Advertising & Promotion -
[NT 51458] Online resource:	http://www.palgraveconnect.com/doifinder/10.1057/9781137285935
[NT 47265] Notes:	Description based on print version record.
[NT 51398] Summary:	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.
[NT 50961] ISBN:	9781137285935electronic bk.
[NT 50961] ISBN:	1137285931electronic bk.
[NT 60779] Content Note:	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.

Lifestyle brands : a guide to aspirational marketing
Saviolo, Stefania.

Lifestyle brands : a guide to aspirational marketing / by Stefania Saviolo, Antonio Marazza. - Houndmills, Basingstoke New York, NY : Palgrave Macmillan, 2013. - 1 online resource..
Introduction - Brands and Symbolic Value.
Description based on print version record..
ISBN 9781137285935ISBN 1137285931
Branding (Marketing)Product management.Lifestyles.Consumer behavior.BUSINESS & ECONOMICS / Advertising & Promotion

Marazza, Antonio.

Lifestyle brands : a guide to aspirational marketing
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327 1 $a Introduction - Brands and Symbolic Value $a Brands and Social Identities: an Increasingly Close Link $a The Brand: What is it, How it Builds Value and Why We Grow Fond of it $a From Authority to Lifestyle: a Mapping of Brands With High Symbolic Value $a How Lifestyle Brands Work: an Interpretative Model $a The Model in Action $a The Economic Impact and Financial Equity of the Brand $a Examples include Patagonia, Nike, The Body Shop, Abercrombie & Fitch, Club Med, Diesel, Apple, Virgin.
330 $a 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.
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