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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Branding as Communication (Hardcover, New edition)
Loot Price: R2,898
Discovery Miles 28 980
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Branding as Communication (Hardcover, New edition)
Series: Visual Communication, 5
Expected to ship within 12 - 17 working days
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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.
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