This fascinating book shows that neither managers nor consumers completely control branding processes – cultural codes constrain how brands work to produce meaning. Placing brands firmly within the context of culture, it investigates these complex foundations. Topics covered include:

  • the role of consumption 
  • brand management 
  • corporate branding 
  • branding ethics
  • the role of advertising.

This excellent text includes case studies of iconic international brands such as LEGO, Nokia and Ryanair, and analysis by leading researchers including John M.T. Balmer, Stephen Brown, Mary Jo Hatch, Jean-Noël Kapferer, Majken Schultz, and Richard Elliott.  An outstanding collection, it will be a useful resource for all students and scholars interested in brands, consumers and the broader cultural landscape that surrounds them.

chapter |11 pages


The cultural codes of branding

part I|68 pages

Corporate perspectives on brand culture

chapter Chapter 1|17 pages

A cultural perspective on corporate branding

The case of LEGO Group

chapter Chapter 3|16 pages

Ambi-brand culture

On a wing and a swear with Ryanair

chapter Chapter 5|11 pages

Managing leader and partner brands

The brand association base

part II|57 pages

Clarifying brand concepts

chapter Chapter 6|11 pages

Brands as a global ideoscape

chapter Chapter 7|14 pages

Brave new brands

Cultural branding between Utopia and A-topia

chapter Chapter 9|15 pages

Brand management and design management

A nice couple or false friends?

part III|52 pages

Consuming brand culture

chapter Chapter 11|13 pages

Branding ethics

Negotiating Benetton's identity and image

chapter Chapter 12|11 pages

Brand ecosystems

Multilevel brand interaction

chapter Chapter 13|12 pages

Selling dreams

The role of advertising in shaping luxury brand meaning