Branding as Communication

1. Auflage 2017
ISBN: 978-1-4331-2803-5
Verlag: Peter Lang

Buch, Englisch, Band 5, 204 Seiten, Paperback, Format (B × H): 150 mm x 225 mm, Gewicht: 314 g

Reihe: Visual Communication

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.

Autoren/Hrsg.

Barnes, Susan B.

Fachgebiete

• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationstheorie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationsmanagement, Public Relations
• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Freizeitsoziologie, Konsumsoziologie, Alltagssoziologie, Populärkultur

Inhaltsverzeichnis

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.

Über Autor(innen)

Susan B. Barnes (Ph.D., NYU) is a communication professor. She has taught at the Rochester Institute of Technology, Fordham University, and Jamestown Community College. She is the author of eight books including: An Introduction to Visual Communication: From Cave Art to Second Life (Peter Lang, 2011) and Social Networks: From Text to Video (Peter Lang, 2013). Prior to joining academia, Susan was a professional graphic designer. Currently, she runs an art gallery in Cassadaga, New York, where she teaches classes.