Once only a sign, technologies have helped to transform brands into symbols that we constantly encounter in our natural and mediated environments. Moreover, the branding of culture marks a commercialization of society. Almost everywhere we look, a brand name or logo appears.By combining a scholarly approach with case studies and examples, this text bridges the worlds of communication and business by providing a single vocabulary in which to discuss branding. It brings these ideas together into a coherent framework to enable discussions on the topic to occur in a variety of disciplines. A number of perspectives are also provided, including brands as signs and symbols, brand personality, history, communication, cognitive factors, loyalty, personal branding, community, and social issues.Providing a comprehensive overview of the branding process - from the creation of brands to analysis of their messages - readers will begin to understand the communicative impact of branding.
ISBN: | 9781433128035 |
Publisher: | Peter Lang Inc., International Academic Publishers |
Imprint: | Peter Lang |
Published date: | 31 Jan 2017 |
DEWEY: | 658.827 |
DEWEY edition: | 23 |
Language: | English |
Number of pages: | xiv, 203 |
Weight: | 316g |
Height: | 152mm |
Width: | 225mm |
Spine width: | 17mm |