MARC状态：审校 文献类型：西文图书 浏览次数：40
- 题名/责任者:
- The business of aspiration how social, cultural, and environmental capital transforms brands / Ana Andjelic.
- 出版发行项:
- London ; New York, NY : Routledge, Taylor & Francis Group, 2021.
- ISBN:
- 9780367552213
- ISBN:
- 9780367554408
- 载体形态项:
- xii, 94 pages ; 24 cm
- 个人责任者:
- Andjelic, Ana, 1976- author.
- 论题主题:
- Branding (Marketing)
- 论题主题:
- Consumers' preferences.
- 论题主题:
- Business planning.
- 中图法分类号:
- F760.5
- 书目附注:
- Includes bibliographical references and index.
- 内容附注:
- Preface -- Introduction: The Modern Aspiration Economy -- 1 To Hack Growth, Brands Have to Hack Culture First -- 2 Three Models of Social Influence -- 3 Why Taste Communities are the Future of Marketing -- 4 Mimicry as Taste: Why Cultural Sameness is a Matter of Social Design -- 5 The 4Cs: Brand Strategy Meets the Modern Aspiration Economy -- Conclusion: Coronavirus Killed the Modern Aspiration Economy. What Comes Next?
- 摘要附注:
- "Not long ago, wearing real fur was a signal of wealth and status. Now, it's a signal of ignorance. Thanks to luxury rental and resale services, these day anyone can walk around in a Gucci belt. But not everyone knows that Rimowa dropped a new suitcase or who made their food and clothes. Wokeness is a modern class distinction. What consumers value, and how they spend their time and money, changes the role and meaning of brands. It is not only business savvy, but also socially urgent that brands start trading in the modern aspirational economy. Overproduction and air travel are killing our planet, and social media addiction and busyness are killing us. Accumulating commodities and counting air miles and social media likes are aspiration symbols that reward the bad behavior of companies and individuals. For the longest time, brands have operated according to the Veblen logic that status is linked to wealth and desirability to price. Now they have the opportunity to flip the script of aspiration and link worth and values to their success. Aimed at marketers, entrepreneurs, and everyone else curious about changing business, in this book you will find analysis, examples, and tools of how to use the modern aspiration economy to shift your brand narrative and competitive strategy, create and distribute brand symbols, and ensure that your products and services create both monetary and moral value. Written by a world-renown brand strategy executive and Sociology Ph.D., this book seamlessly combines sociology and business to deliver practical advice for brands across industries"--
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