Brand Gender Increasing Brand Equity through Brand Personality /

• Main Author: Lieven, Theo (Author, http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2018.
• Edition: 1st ed. 2018.
• Subjects: 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...