Ricerc@Sapienza

This chapter intends to analyse the processes of both branding and consumption. Not just the brand or just the consumer, but the complex interactions between all the practices and strategies made by both of them to build experiences that are valuable for both the brand and the consumer. A new approach requires a new perspective on brands and consumption practices within the contemporary fashion system that integrates brands, consumers and media organisations.

The paper is framed in the academic debate regarding evolution and paradigmatic changes of the branding strategies adopted in the new postmodern marketing era. Its purpose is exploring whether or not a branded content, beyond being an engaging touch-point for the customers, can be an Integrated Marketing Communication tool effective in strengthening a brand.

Lo sviluppo di particolari approcci alla comunicazione di marca, quali marketing esperienziale e sensoriale, ha prodotto un nuovo framework per la progettazione e selezione di contenuti sonori e musicali a sostegno delle azioni di branding. Nel corso degli ultimi quindici anni sono emerse professionalità e agenzie specializzate nel fornire consulenza, servizi e creatività nell’ambito denominato "audio branding", tuttavia il mercato italiano risulta ancora relativamente poco sviluppato, soprattutto in confronto ad altri paesi

This study concerns a Systematic Literature Review (SLR) about wine marketing. Due its characteristics, for its complexity and heterogeneity, wine can be considered as a special product for marketing studies. Through searches performed by selected keywords on databases, we have identified 255 relevant peer reviewed articles useful for our review objectives. The found articles were divided in five clusters: consumer studies, marketing management studies, tourism studies, organic wine and sustainability and, lastly, country of origin and branding.

La storia di LEGO, per molti aspetti, potrebbe apparire simile a quelle di altre realtà commerciali, oggi vere e proprie superpotenze industriali (IKEA, McDonald’s, ecc.), che hanno avuto origine a partire dall’iniziativa, o dalla visione, di un singolo fondatore o imprenditore.