Introduction

Stefania Saviolo and Antonio Marazza

A chapter in Lifestyle Brands, 2013, pp 1-5 from Palgrave Macmillan

Abstract: Abstract What do brands like Apple, Diesel, MUJI, Patagonia, Abercrombie & Fitch, Club Med and Virgin all have in common? And why are they different from brands such as Mattel, Microsoft, Casio or Samsung? Why is it that millions of fans continue to identify themselves in brands like Harley-Davidson or Ferrari, or that sooner or later everyone will have a pair of adidas Originals, Levi’s 501 or Ray Ban Wayfarer in their closets?

Keywords: Combine Effort; Mass Market; Strong Brand; Competitive Context; Tional Market (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-28593-5_1

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DOI: 10.1057/9781137285935_1

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