Branding as Communication

By Susan B. Barnes

Book Overview

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.

• Format: Paperback
• Language: English
• ISBN: 1433128039
• ISBN13: 9781433128035
• Release Date: January 2017
• Publisher: Peter Lang Inc., International Academic Publi
• Length: 204 Pages
• Weight: 0.70 lbs.
• Dimensions: 0.6" x 6.0" x 8.9"