Branding as Communication

von Susan B. Barnes

206 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

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.

• Reihe: Visual Communication
• Themen: Gesellschaft und Sozialwissenschaften Gesellschaft und Kultur, allgemein Kultur- und Medienwissenschaften Medienwissenschaften
• ISBN: 9781433128035
• Sprache: Englisch
• Erscheinungsdatum: 31.01.2017
• Größe: 21 x 14.8 cm
• Verlag: Peter Lang Publishing Inc. New York