Lifestyle Brands: A Guide to Aspirational Marketing by Saviolo, S.

Lifestyle Brands: A Guide to Aspirational Marketing (Hardcover) (ISBN-13: 9781137285928)

Vendor: S. Saviolo
Product type: Books
Format: Hardcover
$79.99
$79.99
$79.99
Subtotal: $79.99
Lifestyle Brands: A Guide to Aspirational Marketing by Saviolo, S.

Lifestyle Brands: A Guide to Aspirational Marketing

$79.99
Lifestyle Brands: A Guide to Aspirational Marketing by Saviolo, S.

Lifestyle Brands: A Guide to Aspirational Marketing

$79.99
Format: Hardcover
Description
Description
x
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.

Author: S. Saviolo, A. Marazza
ISBN-10: 1137285923
ISBN-13: 9781137285928
Publisher: Palgrave MacMillan
Language: English
Published: 12/05/2012
Pages: 141
Format: Hardcover
Weight: 0.65lbs
Size: 8.30h x 5.40w x 0.70d
By S. Saviolo
By S. Saviolo
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ANTONIO MARAZZA is General Manager at Landor Milan. At Landor, the world's pre-eminent brand consulting firm, he has headed important projects for numerous major international brands in the areas of brand positioning, brand architecture, naming, brand identity, brand experience and the alignment of business culture to brand values and philosophy.

STEFANIA SAVIOLO is Professor of Management in Fashion, Luxury and Creative industries at Bocconi University and SDA Bocconi School of Management. At Bocconi, she founded and is Director of the International Master in Fashion, Experience & Design Management (MAFED). She acts as a management consultant for leading fashion, luxury and lifestyle companies in the areas of brand management and creative processes. She has also published numerous books and articles on these subjects in Italy and internationally.

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