Branding as Communication
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Branding as Communication
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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.
Book Details
- Author: Susan B. Barnes
- Publisher: Peter Lang Inc., International Academic Publishers
- eBook ISBN: 9781433138270, 1433138271
- Print ISBN: 9781433128035, 1433128039
- Other ISBNs: 9781433138263, 1433138263, 9781433128042, 1433128047
Product Details
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