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Brand Gender: Increasing Brand Equity through Brand Personality by Theo Lieven ( - Picture 1 of 1
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Brand Gender: Increasing Brand Equity through Brand Personality by Theo Lieven (

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US $165.51
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Located in: Fairfield, Ohio, United States
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eBay item number:395167178511
Last updated on 19 May, 2024 05:14:02 BSTView all revisionsView all revisions

Item specifics

Condition
New: A new, unread, unused book in perfect condition with no missing or damaged pages. See the ...
ISBN-13
9783319602189
Book Title
Brand Gender
ISBN
9783319602189
Subject Area
Design, Business & Economics, Référence
Publication Name
Brand Gender : Increasing Brand Equity Through Brand Personality
Item Length
8.3 in
Publisher
Springer International Publishing A&G
Subject
Graphic Arts / Branding & Logo Design, Marketing / General, Consumer Guides, Consumer Behavior
Publication Year
2017
Type
Not Available
Format
Hardcover
Language
English
Author
Theo Lieven
Item Width
5.8 in
Item Weight
167.7 Oz
Number of Pages
Xx, 265 Pages

About this product

Product Information

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.

Product Identifiers

Publisher
Springer International Publishing A&G
ISBN-10
3319602187
ISBN-13
9783319602189
eBay Product ID (ePID)
237299921

Product Key Features

Author
Theo Lieven
Publication Name
Brand Gender : Increasing Brand Equity Through Brand Personality
Format
Hardcover
Language
English
Subject
Graphic Arts / Branding & Logo Design, Marketing / General, Consumer Guides, Consumer Behavior
Publication Year
2017
Type
Not Available
Subject Area
Design, Business & Economics, Référence
Number of Pages
Xx, 265 Pages

Dimensions

Item Length
8.3 in
Item Width
5.8 in
Item Weight
167.7 Oz

Additional Product Features

Number of Volumes
1 Vol.
Lc Classification Number
Hf5415.1255
Table of Content
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.
Copyright Date
2018
Dewey Decimal
658.827
Dewey Edition
23
Illustrated
Yes

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Premier Books LLC
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