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Brand Gender: Increasing Brand Equity through Brand Personality - Softcover

Lieven, Theo

 
9783319868097: Brand Gender: Increasing Brand Equity through Brand Personality
Softcover
ISBN 10: 3319868098 ISBN 13: 9783319868097
Verlag: Palgrave Macmillan, 2018

Inhaltsangabe

Enhances the brand personality equity model to include cross-cultural applicability

Discusses and seeks to define the terms 'brand personality' and 'brand equity'

Establishes the link between a straightforward brand personality model to brand equity

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Über die Autorin bzw. den Autor

Theo Lieven is Adjunct Professor of Marketing at the Institute for Customer Insight, University Of St. Gallen, Switzerland. Previously, he founded a computer company which grew to be one of the largest European retailers in 1996, and has studied management and economics.​

Von der hinteren Coverseite

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.

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Verlag
Palgrave Macmillan
Erscheinungsdatum
2018
Sprache
Englisch
ISBN 10 
3319868098
ISBN 13 
9783319868097
Einband
Taschenbuch
Anzahl der Seiten
288
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