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adopted not only for its functional benefits, but above all, for the strong symbolism and significance that it is able to transmit, allowing a consumer to express his or her identity, to signal status or manifest a sense of belonging to a group. The symbol-intensive brand definition was introduced by
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Businesses might be based on three different types of knowledge: analytical; synthetic or symbolic. Creative or cultural businesses, such as entertainment, publishing, design, or fashion, draw heavily on a symbolic knowledge base. They serve important symbolic functions such as capturing, refracting,
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adopted not only for its functional benefits, but above all, for the strong symbolism and significance that it is able to transmit, allowing a consumer to express his or her identity, to signal status or manifest a sense of belonging to a group.
151:, that find the brand fundamental or irreplaceable in their lives. Researchers have noted superior economic and financial performances in brands capable of engaging people or influencing a social context proposing an original point of view.
107:. Analyzing a brand's choices in terms of competitive scope (number of targets and categories served) and type of benefits provided to the customer, five classes of Symbol-intensive brands are identified:
57:. If you find that such action has not been taken promptly, please consider assisting in the merger instead of re-nominating the article for deletion. To discuss the merger, please use
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and legitimating social knowledge and values. The essence of a brand or a product in these industries resides in its meaning for the consumer rather than in its function.
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Asheim, B.; Coenen, L.; Moodysson, J.; Vang, J. (2007). "Constructing knowledge-based regional advantage: implications for regional innovation policy".
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Cooke, P.; et al. (2005). "Research, knowledge and open innovation: spatial impacts upon organization of knowledge-intensive industry clusters".
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Roman, Martin; Jerker, Moodysson (2011). "Innovation in symbolic industries: the geography and organization of knowledge sourcing".
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Jacobson, R.; Mizik N. (2009). "Valuing
Branded Businesses".
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Aaker, D.A. (2009-09-30). "Beyond
Functional Benefits".
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Handbook of emerging approaches to organization studies
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Creative
Industries: Contracts between Art and Commerce
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103:Stefania Saviolo and Antonio Marazza in the book
360:. Research in the Sociology of Organizations.
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264:References
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187:Starbucks
149:champions
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322:(2000).
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227:Nintendo
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