In today’s challenging environment, product quality, price alignment and great advertising have become insufficient unless closely related to brand identity, heritage and vision. This book offers a coherent and logical view about how long-term branding strategies should aim to capture consumers’ minds and hearts. Edira Merlika, Senior Director, Womenswear Merchandising and Planning, Ralph Lauren Europe

 Capturing the spirit of brands from a consumer perspective is crucial, but hardly measured and quantified. This book provides both a great conceptual framework and inspiring managerial implications. Pierre Xiao Lu, Marketing Professor, Fudan University

 Lifestyle Brands is a powerful mirror: it focuses on the brands that speak about us and for us, and it calls us to action, inviting us to reflect on our choices and underlying motivation. It is about people, whether they are visionary leaders reinventing the world, employees believing in the brand they are contributing to or consumers expressing themselves through brands. Alina Perrin, HR Director Luxe, L’Oreal Italy

 The authors apply the lifestyle branding principles beyond the fashion arena to give them universal relevance. The Lifestyle brand is shown to be a business that can succeed with the mission of “finding products for people”, as opposed to the traditional objective of finding people (customers) for products. Bill Webb, Senior Lecturer – Retail & Brand Management, The London College of Fashion

Being a marketeer and having experience in different multinational companies, I confirm that all of them “always put the brands first in everything that they do, across each and every one of the business units and geographies they operate”. This book helps us to understand which are the benefits and the reasons behind the brand equity building strategy. Carlos Salicru Gairalt, Group Category Marketing Director, Coca-Cola HBC

This enlightened partnership of professor and practitioner has unearthed a treasure trove of brand symbolism, distributed across countries and categories, enriching our understanding of meaning in the marketplace. The book is an insightful investigation of the ways that brands become us. John F. Sherry, Jr., Herrick Professor & Department Chair, Mendoza College of Business, University of Notre Dame