What do Apple, Patagonia, Virgin and Slow Food have in common? Why do millions of people identify with Nike and idolize Ferrari cars? Why some brands suddenly become fads and others turn into lifestyles? Antonio Marazza, general manager of Landor Milan, and Stefania Saviolo, professor at SDA Bocconi School of Management investigate the reasons why some brands are adopted by people not for what they do, or stand for but for the inspiration they provide. Drawing on both reliable, cutting edge research and empirical observation, this book offers a practical guide for successfully manage authority, cult, icon and lifestyle brands within industries where the symbolic value creation is key: fashion, luxury, design, premium food.
English
