Lifestyle Brands

1. Front Matter

   Pages i-xiv

   PDF

2. Introduction

   • Stefania Saviolo, Antonio Marazza

   Pages 1-5

3. Brands and Social Identities: An Increasingly Strong Connection

   • Stefania Saviolo, Antonio Marazza

   Pages 6-14

4. The Brand: What it is, how it Builds Value and why we Grow Fond of it

   • Stefania Saviolo, Antonio Marazza

   Pages 15-34

5. From Authority to Lifestyle: A Mapping of Symbol Intensive Brands

   • Stefania Saviolo, Antonio Marazza

   Pages 35-57

6. How Lifestyle Brands Work: An Interpretative Model

   • Stefania Saviolo, Antonio Marazza

   Pages 58-87

7. The Model in Action

   • Stefania Saviolo, Antonio Marazza

   Pages 88-124

8. Back Matter

   Pages 125-141

   PDF

What do brands like Apple, Diesel, Abercrombie & Fitch and Virgin have in common and what differentiates them from other brands? These brands are able to maintain a relationship with their clients that goes beyond brand loyalty. This gives a complete analysis of Lifestyle Brands, that inspire, guide and motivate beyond product benefits alone.

• Apple
• body
• brand
• brands
• client
• corpus
• identity
• interpret
• Irish Republican Army (IRA)
• lifestyle
• mapping
• marketing
• model
• Nike

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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