Marcel Danesi's outstanding introduction provides a clear guide to
brands and brand identity, outlining their historical origins and
their increasing centrality in contemporary consumer culture. He
introduces: the origins of brands naming and brand image how
semiotic theory can be used to analyze brand image brands and
consumer culture advertising campaigns brands in the global village
the anti-brand movement. Danesi shows how consumer products such as
cars, perfume and even websites are sold to us through the creation
of powerful brand images, and analyzes the advertising campaigns
developed to promote brands such as Coca-Cola, McDonalds, Absolut
Vodka, Apple, Gucci and Chanel. He also discusses the rise of the
anti-brand movement, and its challenges to the dominance of global
brands such as Gap and Nike. Including an annotated guide to
further reading, details of useful websites and a comprehensive
bibliography, Danesi's book is an important contribution to the
field of marketing and communications.
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