Branding as Communication (Paperback, New edition)

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.

General

Imprint:	Peter Lang Publishing
Country of origin:	United States
Series:	Visual Communication, 5
Release date:	2017
First published:	2017
Authors:	Susan B. Barnes
Dimensions:	225 x 150 x 17mm (L x W x T)
Format:	Paperback
Pages:	204
Edition:	New edition
ISBN-13:	978-1-4331-2803-5
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	1-4331-2803-9
Barcode:	9781433128035

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