Lifestyle Brands (BOK)

Stefania Saviolo

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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.


Språk Engelsk Engelsk Innbinding Innbundet
Utgitt 2012 Forfatter Stefania Saviolo
Nature Pub Group/Palgrave Macm
ISBN 9781137285928
Antall sider 156 Dimensjoner 16,5cm x 24,1cm x 1,9cm
Vekt 396 gram Leverandør Bertram Trading Ltd