Brand Gender Increasing Brand Equity through Brand Personality /

• Κύριος συγγραφέας: Lieven, Theo (Συγγραφέας, http://id.loc.gov/vocabulary/relators/aut)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2018.
• Έκδοση: 1st ed. 2018.
• Θέματα: Branding (Marketing).; Motivation research (Marketing).; Management.; Social structure.; Social inequality.; Trade.; Business.; Commerce.; Internet marketing.; Branding.; Consumer Behavior.; Social Structure, Social Inequality.; Online Marketing/Social Media.

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...

Πίνακας περιεχομένων:

• 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.