Brand Gender : Increasing Brand Equity through Brand Personality
Language: English
Published by Springer, 2018
- Softcover
- New
Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH
AbeBooks seller since August 14, 2006
Condition: New
£ 97.12
Quantity: 1 available
Add to basketItem description from seller
Druck auf Anfrage Neuware - Printed after ordering - This book explores ways to drive and increase a brand's most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.
Seller Inventory # 9783319868097
- Title
- Brand Gender : Increasing Brand Equity through Brand Personality
- Author
- Theo Lieven
- Publisher
- Springer
- Publication year
- 2018
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- English
- ISBN 10
- 3319868098
- ISBN 13
- 9783319868097
- Item weight
- 376 grams
- Dimensions
- 210x148x16 mm
Enhances the brand personality equity model to include cross-cultural applicability
Discusses and seeks to define the terms 'brand personality' and 'brand equity'
Establishes the link between a straightforward brand personality model to brand equity
"Synopsis" may belong to another edition of this title.
About the Author
"About the title" may belong to another edition of this title.
Shipping rates from Germany to U.S.A.
| Item | 7 to 10 business days | 5 to 7 business days |
|---|---|---|
| First item | £ 29.67 | £ 38.14 |
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represented by the managing director Christel Glass
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