Brand society: how brands transform management and lifestyle

Kornberger, MM

Brand society: how brands transform management and lifestyle

Kornberger, MM

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Publisher:: Cambridge University Press
Publication Type:: Book
Citation:: 2010, First
Issue Date:: 2010-01

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Field	Value	Language
dc.contributor.author	Kornberger, MM	en_US
dc.date.issued	2010-01	en_US
dc.identifier.citation	2010, First	en_US
dc.identifier.isbn	978-0-521-89826-3	en_US
dc.identifier.uri	http://hdl.handle.net/10453/14218
dc.description.abstract	Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. Most attempts to explain the role of brands focus on brands either as management tools (managerial perspective) or as symptoms of consumerism (sociological perspective). In Brand Society, Martin Kornberger 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. 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.	en_US
dc.publisher	Cambridge University Press	en_US
dc.title	Brand society: how brands transform management and lifestyle	en_US
dc.type	Book
utslib.location	Cambridge, UK	en_US
utslib.for	1503 Business and Management	en_US
utslib.for	1203 Design Practice and Management	en_US
utslib.citation.edition	First	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Management Discipline
utslib.copyright.status	closed_access
pubs.consider-herdc	true	en_US
pubs.edition	First	en_US
pubs.place-of-publication	Cambridge, UK	en_US

Abstract:

Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. Most attempts to explain the role of brands focus on brands either as management tools (managerial perspective) or as symptoms of consumerism (sociological perspective). In Brand Society, Martin Kornberger 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. 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.

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http://hdl.handle.net/10453/14218