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Palgrave Macmillan

Lifestyle Brands

A Guide to Aspirational Marketing

ISBN 9781137285928
Publication Date January 2013
Formats Hardcover Ebook (EPUB) Ebook (PDF) 
Publisher Palgrave Macmillan

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.

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.

Introduction - Brands and Symbolic Value
Brands and Social Identities: an Increasingly Close Link
The Brand: What is it, How it Builds Value and Why We Grow Fond of it
From Authority to Lifestyle: a Mapping of Brands With High Symbolic Value
How Lifestyle Brands Work: an Interpretative Model
The Model in Action
The Economic Impact and Financial Equity of the Brand
Examples include Patagonia, Nike, The Body Shop, Abercrombie & Fitch, Club Med, Diesel, Apple, Virgin


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