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By Jonathan E. Schroeder, Miriam Salzer-Morling

This attention-grabbing ebook exhibits that neither managers nor shoppers thoroughly regulate branding approaches – cultural codes constrain how manufacturers paintings to provide which means. putting manufacturers firmly in the context of tradition, it investigates those advanced foundations. themes lined comprise: the function of intake  model administration  company branding  branding ethics the function of ads. this wonderful textual content comprises case reviews of iconic overseas manufacturers resembling LEGO, Nokia and Ryanair, and research by means of major researchers together with John M.T. Balmer, Stephen Brown, Mary Jo Hatch, Jean-No?l Kapferer, Majken Schultz, and Richard Elliott.  a good assortment, it is going to be an invaluable source for all scholars and students drawn to manufacturers, shoppers and the wider cultural panorama that surrounds them.

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For decades it acted as a strong umbrella brand, guiding the company through extensive international growth as well as numerous product innovations. The LEGO brand has obtained an iconic status (Holt 2003) and has been among the world’s most admired brands among families with children, along with Disney, Kellogg’s and Coke according to Young and Rubicam’s Brand Asset Evaluator. However, in the late 1980s, and particularly in the mid-1990s, brand extensions into software, lifestyle products, new licences, parks and television fragmented the LEGO brand.

2001) Living the Brand, London: Kogan Page. Karmark, E. (2002) Organizational Identity—A Dualistic Subculture, Copenhagen: Copenhagen Business School. Martin, J. (1992) Cultures in Organizations. Three Perspectives, Oxford: Oxford University Press. Martin, J. (2002) Organizational Culture: Mapping the Terrain, Thousand Oaks, CA: Sage. Olins, W. J. Larsen (eds) The Expressive Organization: Linking Identity, Reputation, and the Corporate Brand, Oxford: Oxford University Press: 51–65. Olins, W. (2003) On Brand, London: Thames & Hudson.

And Mackey, A. (2002) ‘A social actor conception of organizational identity and its implications for the study of organizational reputation’, Business and Society 41, 4:393–414. Balmer to be identified as the author of this chapter has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. INTRODUCTION Brands, in their various guises, are integral to our everyday existence. As argued by the anthropologist John Sherry, the corporate landscape has become a brandscape (1998).

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