Brand Gender

Increasing Brand Equity through Brand Personality
1st ed. 2018 2017. Buch. xx, 265 S.: 30 s/w-Abbildungen, 4 Farbabbildungen, 4 Farbtabellen, Bibliographien. Hardcover
Palgrave Macmillan ISBN 978-3-319-60218-9
Format (B x L): 14,8 x 21 cm
Gewicht: 618 g
In englischer Sprache
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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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