Andjelic Ana - The Business Of Aspiration How Social Cultural And Environmental Capital Changes Brands - Paperback

Binding: Paperback
Description: The Business of Aspiration is about how consumers shifting status symbols affect business and brand strategy. These changing status symbols like taste aesthetic innovation curation or environmentalism create the modern aspirational economy. In the traditional economy consumers signaled their status through collecting commodities Instagram followers airline miles and busy back - to - back schedules. By contrast in the aspirational economy consumers increasingly convey status through collecting knowledge taste micro - communities and influence. This new capital changes the way businesses and entire markets operate and yet the modern aspirational economy is still an under - explored area in business and culture. The Business of Aspiration changes that. In this book marketers will find examples analyses and tools on how brands can successfully grow in the modern aspirational economy. The Business of Aspiration answers questions like "what is good for my brand long - term?" "how is this business decision going to impact our culture?" or "what are the main objectives of our growth?" Marketers will learn to shift their brand narrative and competitive strategy to create and distribute new brand symbols and to ensure that their brand's products and services create both monetary and social value.
Title: The Business Of Aspiration How Social Cultural And Environmental Capital Changes Brands
Author(s): Andjelic Ana
Publisher: Taylor & Francis Ltd
Barcode: 9780367554408
Pages: 94 Pages
Publication Date: 10/27/2020
Category: Organizational Theory & Behaviour