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?
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© 2013 Stefania Saviolo & Antonio Marazza
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Saviolo, S., Marazza, A. (2013). Introduction. In: Lifestyle Brands. Palgrave Macmillan, London. https://doi.org/10.1057/9781137285935_1
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DOI: https://doi.org/10.1057/9781137285935_1
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-44907-1
Online ISBN: 978-1-137-28593-5
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