Brand Gender: Increasing Brand Equity through Brand Personality eBook

$39.99

Brand Gender Increasing Brand Equity through Brand Personality This book explores ways to drive and increase a brand’s most important property, its equity.

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About this eTextbook

Brand Gender Increasing Brand Equity through Brand Personality 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.

Publication details

Author: Theo Lieven
Publisher: Palgrave Macmillan
eText ISBN: 9783319602196, 3319602195
Print ISBN: 9783319602189, 3319602187

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About this eTextbook

Publication details

Author: Theo Lieven
Publisher: Palgrave Macmillan
eText ISBN: 9783319602196, 3319602195
Print ISBN: 9783319602189, 3319602187

What you receive

A licensed digital edition of this title, supplied as PDF or EPUB. The format is set by the publisher, so email us the ISBN before ordering and we will confirm which one it is.
Delivered to the email address on your order as a secure download link, usually within minutes and always within 24 hours of payment.
Download links do not expire and there is no cap on re-downloads. Readable on any computer, tablet or phone, online or offline.
This is a digital edition. Nothing is printed, packed or posted, and there is no delivery charge.