Top mærke salg Lifestyle Brands: A Guide to Aspirational Marketing (Hardcover) by Saviolo Stefania Marazza Antonio CvgEgDvI

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Product Description:

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.