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-No�l 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.

About the Author

Jonathan E. Schroeder is Professor of Marketing at the University of Exeter, UK, and Visiting Professor in Marketing Semiotics at Bocconi University, Milan. His research focuses on the production and consumption of images.

Miriam Salzer-M�rling is Associate Professor at the School of Business, Stockholm University. As a branding consultant she has specialized in the development of the ‘corporate soul’ and communicative strategies for both public and commercial organizations.

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