Quotation Kornberger, Martin. 2010. Brand Society: How Brands Transform Management and Lifestyle. Cambridge: Cambridge University Press.


RIS


BibTeX

Abstract

Brands are a fait accompli: they represent a mountain range of evidence in search of a theory. They are much exploited, but little explored. In this book, Martin Kornberger sets out to rectify the ratio between exploiting and exploring through sketching out a theory of the Brand Society. Most attempts to explain the role of brands focus on brands either as marketing and management tools (business perspective) or a symptoms of consumerism (sociological perspective). Brand Society 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. That's the bottom line of the Brand Society: brands are a new way of organizing production and managing consumption. 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.

Tags

Press 'enter' for creating the tag

Publication's profile

Status of publication Published
Affiliation External
Type of publication Book (monograph)
Language English
Title Brand Society: How Brands Transform Management and Lifestyle
Location Cambridge
Publisher Cambridge University Press
Year 2010
URL https://doi.org/10.1017/CBO9780511802881
ISBN 9780511802881
Open Access N

Associations

Projects
Urban Strategies of Lifestyle Cities
People
Kornberger, Martin (Details)
Organization
Research Institute for Urban Management and Governance FI (Details)
Urban Management and Governance (Meyer) (Details)
Google Scholar: Search