Andjelic, Ana
The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
- ISBN 13:
- 9780367554408
- author:
- Andjelic, Ana
- format:
- Paperback / softback
- publisher:
- Routledge
- language:
- English
- Publication Year:
- 2020
- Pages:
- 94
- Dimensions:
- 23.1 x 15.5 x 0.8 centimeters (0
- Genre:
- Business, Marketing, General,
- Condition:
- New
- Availability:
- Item usually sent within 10 working days
Description
The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands by Ana Andjelic. In the modern economy, consumers' values and aspirations are shifting. No longer do they signal status through material possessions or external markers; instead, they convey it through knowledge, taste, and influence. This shift has significant implications for businesses and brands, requiring a new approach to strategy and growth. Marketers will find practical insights and tools in this book on how to adapt their brand narrative and competitive strategy to the modern aspirational economy. By understanding how to create and distribute new brand symbols, marketers can ensure that their products and services deliver both monetary and social value. Ana Andjelic explores the under-explored area of the modern aspirational economy, providing guidance on how brands can thrive in this changing landscape.
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