Branding as Communication

By: Susan B. Barnes

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Hardcover | 31 May 2018

At a Glance

Hardcover
220 Pages

Edition Type
New edition

Dimensions(cm)
22.86 x 15.24 x 1.42

Hardcover

RRP $144.32

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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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