The Resource Brand Gender : Increasing Brand Equity through Brand Personality, by Theo Lieven, (electronic resource)

Brand Gender : Increasing Brand Equity through Brand Personality, by Theo Lieven, (electronic resource)

Label
Brand Gender : Increasing Brand Equity through Brand Personality
Title
Brand Gender
Title remainder
Increasing Brand Equity through Brand Personality
Statement of responsibility
by Theo Lieven
Creator
Contributor
Author
Provider
Subject
Language
eng
Summary
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
http://library.link/vocab/creatorName
Lieven, Theo
Image bit depth
0
Literary form
non fiction
http://library.link/vocab/relatedWorkOrContributorName
SpringerLink
http://library.link/vocab/subjectName
  • Business
  • Internet marketing
  • Management
  • Trade
  • Commerce
  • Social structure
  • Equality
  • Business and Management
  • Branding
  • Consumer Behavior
  • Management
  • Social Structure, Social Inequality
  • Trade
  • Online Marketing/Social Media
Label
Brand Gender : Increasing Brand Equity through Brand Personality, by Theo Lieven, (electronic resource)
Instantiates
Publication
Antecedent source
mixed
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
not applicable
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
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
Dimensions
unknown
Extent
XX, 265 p. 34 illus., 4 illus. in color.
File format
multiple file formats
Form of item
electronic
Isbn
9783319602196
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
10.1007/978-3-319-60219-6
Other physical details
online resource.
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
(DE-He213)978-3-319-60219-6
Label
Brand Gender : Increasing Brand Equity through Brand Personality, by Theo Lieven, (electronic resource)
Publication
Antecedent source
mixed
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
not applicable
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
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
Dimensions
unknown
Extent
XX, 265 p. 34 illus., 4 illus. in color.
File format
multiple file formats
Form of item
electronic
Isbn
9783319602196
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
10.1007/978-3-319-60219-6
Other physical details
online resource.
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
(DE-He213)978-3-319-60219-6

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