Branding as Communication

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