Branding as Communication
Peter Lang Publishing Inc (Verlag)
978-1-4331-2803-5 (ISBN)
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.
Susan 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.
Introduction – 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.
Erscheinungsdatum | 03.12.2016 |
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Reihe/Serie | Visual Communication ; 5 | Visual Communication ; 5 |
Verlagsort | New York |
Sprache | englisch |
Maße | 150 x 225 mm |
Gewicht | 310 g |
Themenwelt | Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft |
Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft | |
Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
ISBN-10 | 1-4331-2803-9 / 1433128039 |
ISBN-13 | 978-1-4331-2803-5 / 9781433128035 |
Zustand | Neuware |
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