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Anotace knihy

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.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: Branding as Communication
• Autor: Susan B. Barnes
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 204
• EAN: 9781433128035
• ISBN: 1433128039
• ID: 15174687
• Nakladatelství: Peter Lang Publishing Inc
• Hmotnost: 316 g
• Rozměry: 152 × 225 × 17 mm
• Datum vydání: 31. January 2017

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