Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--t

“Iconic brands” (ie: Coca-Cola, Volkswagon, Corona) have social lives and cultural significance that go well beyond product benefits and features This book

How do we explain the breakthrough market success of businesses like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? Conventional models of strategy and inno

The author explains why the most successful brands--whether products, services, or organizations--create a culture of belief, in which the consumer develops a p

The Consumer Society Reader features a range of key works on the nature and evolution of consumer society. Included here is much-discussed work by leading criti