Brands

Name: Brands
Brand: Taylor & Francis Ltd
Price: 74.75 AUD
Availability: BackOrder

By: Marcel Danesi

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Paperback | 15 May 2006 | Edition Number 1

At a Glance

Paperback
176 Pages

Dimensions(cm)
21.6 x 13.8 x 1.0

Paperback

RRP $79.99

$74.75

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Available for Backorder. We will order this from our supplier however there isn't a current ETA.

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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