Brand Gender

Increasing Brand Equity through Brand Personality

Business & Finance, Marketing & Sales, Consumer Behaviour
Cover of the book Brand Gender by Theo Lieven, Springer International Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Theo Lieven ISBN: 9783319602196
Publisher: Springer International Publishing Publication: October 6, 2017
Imprint: Palgrave Macmillan Language: English
Author: Theo Lieven
ISBN: 9783319602196
Publisher: Springer International Publishing
Publication: October 6, 2017
Imprint: Palgrave Macmillan
Language: English

This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.

More books from Springer International Publishing

Cover of the book AI Injected e-Learning by Theo Lieven
Cover of the book Periodic Flows to Chaos in Time-delay Systems by Theo Lieven
Cover of the book Engineering Applications of Neural Networks by Theo Lieven
Cover of the book Advances in Predictive Models and Methodologies for Numerically Efficient Linear and Nonlinear Analysis of Composites by Theo Lieven
Cover of the book Algorithms and Architectures for Parallel Processing by Theo Lieven
Cover of the book Space Charge Physics for Particle Accelerators by Theo Lieven
Cover of the book The SAGES Manual of Bariatric Surgery by Theo Lieven
Cover of the book Field-Based Learning in Family Life Education by Theo Lieven
Cover of the book Toward Scientific Medicine by Theo Lieven
Cover of the book Foresight for Science, Technology and Innovation by Theo Lieven
Cover of the book Theory of Liquids and Other Disordered Media by Theo Lieven
Cover of the book Proceedings of the 9th International Symposium on Superalloy 718 & Derivatives: Energy, Aerospace, and Industrial Applications by Theo Lieven
Cover of the book Progress in the Chemistry of Organic Natural Products 100 by Theo Lieven
Cover of the book Procedural Dictations in Image-Guided Intervention by Theo Lieven
Cover of the book Pronunciation Learning Strategies and Language Anxiety by Theo Lieven
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy