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Branding as Communication. コミュニケーションとしてのブランディング
・ISBN 978-1-4331-2803-5 soft SFR 82.20
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お気に入り
★★★
| 著者・編者 | Barnes, Susan B., |
|---|---|
| シリーズ | Visual Communication |
| 出版社 | (P. Lang, SZ) |
| 出版年月 | 2017 |
| ページ数 | xiv, 204 pp. |
| 言語 | ENG |
| ニュース番号 | ＜640-837 640-L1934＞ |
解説
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.
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.