Branding as communication:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York
Peter Lang
[2017]
|
| Series: | Visual communication
vol. 5 |
| Subjects: | |
| Online Access: | Inhaltstext Inhaltsverzeichnis Klappentext |
| Physical Description: | XIV, 203 Seiten 22.5 cm x 15 cm |
| ISBN: | 9781433128035 1433128039 9781433128042 |
Staff View
MARC
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Record in the Search Index
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TABLE OF CONTENTS
Introduction vii
Chapter 1* Branding Sign and Symbol 1
Chapter 2. History of Branding 13
Chapter 3. Branding as Communication 29
Chapter 4. Creating Brand Images 45
Chapter 5. Branding and the Mind 61
Chapter 6. Emotional and Relationship Branding 77
Chapter 7. Brand Personality 95
Chapter 8* Brands, Personal Branding, and Community 113
Chapter 9. Brands Become Icons 129
Chapter 10. Branding in a Digital World 143
Chapter 11. Brands and Cultural Concerns 159
Chapter 12. Social Branding 175
Conclusion 187
Glossary 191
Index 195
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 frame-
work 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 com-
municative 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 the Fashion Institute of
Technology. She is the author of eight books including: 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 profes-
sional graphic designer. Currently, she runs an art gallery in Cassadaga, New York,
where she teaches classes. |
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| dewey-ones | 300 - Social sciences |
| dewey-raw | 300 |
| dewey-search | 300 |
| dewey-sort | 3300 |
| dewey-tens | 300 - Social sciences |
| discipline | Allgemeines Soziologie Wirtschaftswissenschaften |
| format | Book |
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| illustrated | Not Illustrated |
| indexdate | 2024-08-04T00:14:39Z |
| institution | BVB |
| isbn | 9781433128035 1433128039 9781433128042 |
| language | English |
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| physical | XIV, 203 Seiten 22.5 cm x 15 cm |
| publishDate | 2017 |
| publishDateSearch | 2017 |
| publishDateSort | 2017 |
| publisher | Peter Lang |
| record_format | marc |
| series | Visual communication |
| series2 | Visual communication |
| spelling | Barnes, Susan B. 1951- Verfasser (DE-588)1156388732 aut Branding as communication Susan B. Barnes New York Peter Lang [2017] © 2017 XIV, 203 Seiten 22.5 cm x 15 cm txt rdacontent n rdamedia nc rdacarrier Visual communication vol. 5 Produktimage (DE-588)4125196-9 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Corporate Communication (DE-588)4313131-1 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Produktimage (DE-588)4125196-9 s Corporate Communication (DE-588)4313131-1 s DE-604 Erscheint auch als Online-Ausgabe, PDF 978-1-4539-1791-6 Erscheint auch als Online-Ausgabe, EPUB 978-1-4331-3827-0 Erscheint auch als Online-Ausgabe, MOBI 978-1-4331-3826-3 Visual communication vol. 5 (DE-604)BV037295502 5 X:MVB text/html http://deposit.dnb.de/cgi-bin/dokserv?id=3c396c286b9a4e69b18ff241cf61d307&prov=M&dok%5Fvar=1&dok%5Fext=htm Inhaltstext Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029823531&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029823531&sequence=000002&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Barnes, Susan B. 1951- Branding as communication Visual communication Produktimage (DE-588)4125196-9 gnd Markenpolitik (DE-588)4144679-3 gnd Corporate Communication (DE-588)4313131-1 gnd |
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| title | Branding as communication |
| title_auth | Branding as communication |
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| title_full | Branding as communication Susan B. Barnes |
| title_fullStr | Branding as communication Susan B. Barnes |
| title_full_unstemmed | Branding as communication Susan B. Barnes |
| title_short | Branding as communication |
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