Band: 5, 204 Seiten, Gebunden, Format (B × H): 150 mm x 225 mm, Gewicht: 390 g
Reihe: Visual Communication
Verlag: Peter Lang Ltd. International Academic Publishers
Barnes Branding as Communication
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.
Weitere Infos & Material
Introduction - Branding Sign and Symbol - History of Branding - Branding as Communication - Creating Brand Images - Branding and the Mind - Emotional and Relationship Branding - Brand Personality - Brands, Personal Branding, and Community - Brands Become Icons - Branding in a Digital World - Brands and Cultural Concerns - Social Branding - Conclusion - Glossary - Index.