Lifestyle Brands (ePub)
A Guide to Aspirational Marketing
(Sprache: Englisch)
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...
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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.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.
Bibliographische Angaben
- Autoren: Antonio Marazza , Stefania Saviolo
- 2012, Englisch
- ISBN-10: 113728594X
- ISBN-13: 9781137285942
- Erscheinungsdatum: 23.11.2012
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- Dateiformat: ePub
- Größe: 1 MB
- Mit Kopierschutz
Sprache:
Englisch
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