ESCP Europe

This book explains how brands draw actual market value from the cultural myths, social networks, and intangible experiences consumers invest in marketing signs, symbols, and rituals. It guides through the process of managing brand value by means of consumer ethnography, cultural analysis, design research, and media strategy. It extends the discussion beyond the basics of semiotics to post-structural debates related to ethnographic performance, multicultural consumer identity, the digitalized consumer, and heterotopic experiences of consumer space.