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Branding as communication / Susan B. Barnes
Livre
Edité par Peter Lang - 2017
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. 0By 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. 0Providing 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
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. Conclusion. Glossary. Bibliography.
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