Brand Gender Increasing Brand Equity through Brand Personality /

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...

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Bibliographic Details

Main Author:	Lieven, Theo (Author)
Format:	Electronic eBook
Language:	English
Published:	Cham : Springer International Publishing, 2018.
Edition:	1st ed. 2018.
Subjects:	Branding (Marketing). Motivation research (Marketing). Management. Social structure. Social inequality. Trade. Business. Commerce. Internet marketing.
ISBN:	9783319602196
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