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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Hlavný autor: Lieven, Theo (Autor)
Médium: Elektronický zdroj E-kniha
Jazyk:English
Vydavateľské údaje: Cham : Springer International Publishing, 2018.
Vydanie:1st ed. 2018.
Predmet:
Branding (Marketing).
Motivation research (Marketing).
Management.
Social structure.
Social inequality.
Trade.
Business.
Commerce.
Internet marketing.
ISBN:9783319602196
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Obsah:
  • 1. A Brand as a Person
  • 2. Gender and Ease of Categorization
  • 3. Global Branding with Brand Gender and Brand Equity
  • 4. Adrogyny, Consumers' Biological Sex, and Cultural Differences
  • 5. Brand Gender and Equity through Brand Design
  • 6. Creating a Strong Sports Shoe Brand
  • 7. The Independent Gender Effects of Logo, Product, and Brand
  • 8. Product Gender and Product Evaluation
  • 9. Salesperson Gender Follows Brand Gender
  • 10. Brand Gender and Brand Alliance
  • 11. How to Create a Personality Scale,- 12. The Effect of Brand Gender on Brand Equity - A Simple Fallacy?
  • 13. Summary, Discussion, and Conclusion.

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