In this book Antonio Marazza, general manager of Landor Milan, and Stefania Saviolo, professor at SDA Bocconi School of Management investigate the reasons why some brands are adopted by people not for what they do, or stand for but for the inspiration they provide. Drawing on both reliable, cutting edge research and empirical observation, this book offers a practical guide for successfully manage Authority, Cult, Icon and Lifestyle brands within industries where the symbolic value creation is key: fashion, luxury, design, premium food, and other.
Brands can be considered lifestyle when they inspire our life. When they act as the “editor” of the attitude individuals have towards the world. When they choose for us as to daily life items: clothing, electronics, furniture. That’s what some American brand management experts explain in the article published by Marketingnews. Read the article linked above for a deep understanding. Lifestyle brands are for instance Ralph Lauren, Harley Davidson, J.Crew.