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.

LIFESTYLE BRANDS – A Guide to Aspirational Marketing is published by Palgrave  Macmillan (2012). The Italian version is published in Italy by Rizzoli (2012).