The world of brands is undergoing a sea of change in the domain of
consumer culture and it has become a challenge to cater to the
minds of audiences. As such, effective branding has moved from
being product- and service-oriented to organizational- and social
movement-oriented. Holistic Approaches to Brand Culture and
Communication Across Industries is a pivotal reference source for
the latest research findings on the use of theoretical and applied
frameworks of brand awareness and culture. Featuring extensive
coverage on relevant areas such as consumer behavior, observational
research, and brand equity, this publication is an ideal resource
for professionals, researchers, academics, students, managers, and
practitioners actively involved in the marketing industry.
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