@article{25780,
      recid = {25780},
      author = {Kornberger, Martin,},
      title = {Brand society : how brands transform management and  lifestyle.},
      pages = {xx, 308 pages ;},
      abstract = {"Think Coca-Cola. Think iPod. Think Nike. Think Google.  Each of these names represents a successful product or  service but, more importantly, they are all successful  brands. Most attempts to explain the role of brands focus  on brands either as management tools (managerial  perspective) or as symptoms of consumerism (sociological  perspective). In Brand Society, Martin Kornberger combines  these perspectives to show how brands have the power to  transform both the organizations that develop them and the  lifestyles of the individuals who consume them. This  holistic approach shows how brands function as a medium  between producers and consumers in a way that is rapidly  transforming our economy and society. Using an array of  practical case studies from a diverse set of organizations,  this book provides a fascinating account of the way in  which brands influence the lives of individuals and the  organizations they work in"--Provided by publisher.},
      url = {http://tind.wipo.int/record/25780},
}