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OverviewOnce 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. Full Product DetailsAuthor: Susan B. BarnesPublisher: Peter Lang Publishing Inc Imprint: Peter Lang Publishing Inc Edition: New edition Volume: 5 Weight: 0.390kg ISBN: 9781433128042ISBN 10: 1433128047 Pages: 204 Publication Date: 31 May 2018 Audience: Professional and scholarly , Professional & Vocational Format: Hardback Publisher's Status: Active Availability: Manufactured on demand  We will order this item for you from a manufactured on demand supplier. Table of ContentsIntroduction – Branding Sign and Symbol – History of Branding – Branding as Communication – Creating Brand Images – Branding and the Mind – Emotional and Relationship Branding – Brand Personality – Brands, Personal Branding, and Community – Brands Become Icons – Branding in a Digital World – Brands and Cultural Concerns – Social Branding – Conclusion – Glossary – Index.ReviewsAuthor InformationSusan B. Barnes (Ph.D., NYU) is a communication professor. She has taught at the Rochester Institute of Technology, Fordham University, and Jamestown Community College. She is the author of eight books including: An Introduction to Visual Communication: From Cave Art to Second Life (Peter Lang, 2011) and Social Networks: From Text to Video (Peter Lang, 2013). Prior to joining academia, Susan was a professional graphic designer. Currently, she runs an art gallery in Cassadaga, New York, where she teaches classes. Tab Content 6Author Website:Countries AvailableAll regions |
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