| Branding as Communication Contributor(s): Barnes, Susan B. (Author) |
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ISBN: 1433128039 ISBN-13: 9781433128035 Publisher: Peter Lang Inc., International Academic Publi OUR PRICE: $77.96 Product Type: Paperback - Other Formats Published: January 2017 |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General - Art | Business Aspects - Social Science | Anthropology - Cultural & Social |
| Dewey: 658.827 |
| LCCN: 2015042699 |
| Series: Visual Communication |
| Physical Information: 0.6" H x 6" W x 8.9" (0.70 lbs) 204 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |