Branding as Communication
Nonfiction, Reference & Language, Language Arts, Library & Information Services, Communication, Art & Architecture, General Art
| Author: | Susan B. Barnes | ISBN: | 9781433138270 |
| Publisher: | Peter Lang | Publication: | June 6, 2017 |
| Imprint: | Peter Lang Inc., International Academic Publishers | Language: | English |
| Author: | Susan B. Barnes |
| ISBN: | 9781433138270 |
| Publisher: | Peter Lang |
| Publication: | June 6, 2017 |
| Imprint: | Peter Lang Inc., International Academic Publishers |
| Language: | English |
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.
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.
