Brand Gender

Author : Theo Lieven
Publisher : Springer
ISBN 13 : 3319602195
Total Pages : 265 pages
Book Rating : 4.96/5 ( download)

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Download or read book Brand Gender written by Theo Lieven and published by Springer. This book was released on 2017-10-06 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Kristin J. Lieb
Publisher : Routledge
ISBN 13 : 1135096821
Total Pages : 221 pages
Book Rating : 4.23/5 ( download)

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Download or read book Gender, Branding, and the Modern Music Industry written by Kristin J. Lieb and published by Routledge. This book was released on 2013-02-11 with total page 221 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gender, Branding, and The Modern Music Industry combines interview data with music industry professionals with theoretical frameworks from sociology, mass communication, and marketing to explain and explore the gender differences female artists experience. This book provides a rare lens on the rigid packaging process that transforms female artists of various genres into female pop stars. Stars -- and the industry power brokers who make their fortunes -- have learned to prioritize sexual attractiveness over talent as they fight a crowded field for movie deals, magazine covers, and fashion lines, let alone record deals. This focus on the female pop star’s body as her core asset has resigned many women to being "short term brands," positioned to earn as much money as possible before burning out or aging ungracefully. This book, which includes interview data from music industry insiders, explores the sociological forces that drive women into these tired representations, and the ramifications on the greater social world. This book is for Sociology of Media and Sociology of Popular Culture courses.

Author : Eirinn Larsen
Publisher : Routledge
ISBN 13 : 1000408205
Total Pages : 220 pages
Book Rating : 4.01/5 ( download)

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Download or read book Gender Equality and Nation Branding in the Nordic Region written by Eirinn Larsen and published by Routledge. This book was released on 2021-05-25 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores how gender equality, a central part of the Nordic imaginary, is used in the political communication of Nordic states. The analyses presented move beyond conventional images and discourses of Nordic gender- and women-friendliness by critically investigating how and to what extent gender equality serves nation-branding in the Nordic region. Nation-branding is an unescapable part of globalisation, which is a market-oriented process dominated by the West and predicated on the creation of winners and losers. Hence, efforts to strengthen the national brand or reputation of specific Nordic countries with the aid of gender equality as a political and symbolic value inevitably help to reinforce already established global hierarchies where the Nordics play the role of moral superpower. This book comprises scholars from various fields of specialisation, and provides evidence and understanding for the growing interaction between gender-equality policies and nation-branding in all five Nordic countries. It does so by exploring a variety of policy fields and issues including women’s rights, foreign policy, rape and legislation, female quotas and business policies, in addition to the index industry. The rise of the global indexes has reproduced forceful images of the Nordic countries as frontrunners of gender equality, which indeed help the Nordic countries to further position themselves as ‘best at being good’. This book will be of great interest to students and scholars of Nordic gender equality in political science, sociology, law, criminology, political psychology and history, as well as those interested in nation branding, Nordic studies and exceptionalism. The Open Access version of this book, available at http://www.taylorfrancis.com/books/e/9781003017134, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.

Author :
Publisher : e-agency
ISBN 13 : 0976058200
Total Pages : 84 pages
Book Rating : 4.05/5 ( download)

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Download or read book Branding: The 6 Easy Steps written by and published by e-agency. This book was released on 2004 with total page 84 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Irina Soriano
Publisher : Gatekeeper Press
ISBN 13 : 1736534300
Total Pages : 167 pages
Book Rating : 4.04/5 ( download)

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Download or read book Generation Brand written by Irina Soriano and published by Gatekeeper Press. This book was released on 2021-04-18 with total page 167 pages. Available in PDF, EPUB and Kindle. Book excerpt: Right this minute, you are the proud owner of a library full of content. And congratulations, it’s all about you! Cute, rambunctious, smart, or downright unflattering photos, videos, phrases, behaviors, what and who you like and love, where you’ve been, and what elicits your frown or thumbs down. You and your reactors have been building your life-brand since the birth of your life online. With trolls, cancel culture, reputational damage, and career destruction tainting our new connected reality, isn’t it time you take control of it? Generation Brand is a modern playbook for cultivating your life-brand seamlessly through every life stage, leading to your early career and career advancement, as it gains power and strength with the rapid accumulation of live-out-loud content. Besides the different scenarios of life-brand, author Irina Soriano explains how it enables every human with social media access to impact positive change in their life and our society over the course of a lifetime. Also, start your exciting life-brand journey in real-time with an original Life-Brand Launch Kit designed by the author. It’s your life(-brand)! Love it forever. Book Review 1: "Irina Soriano is boldly taking a stand on gender equity for ‘Generation Brand’ (those born 2012-2030), introducing new thinking that has a clear link between the need to polish the social media landscape that girls and women are growing up in and empowering them to feel confident, equal to their male counterparts, and ultimately motivated to propel their career path to executive levels. The masses can benefit from the concept of life-brand and mastering it for a fulfilling, fair and just life.” —Susan MacKenty Brady, CEO, Simmons University Institute for Inclusive Leadership Book Review 2: “In a world of rapid change and innovation, this book is both a wake-up call about the pitfalls accompanying this progress, and a roadmap for using the concept of life-brand as a new tool for social good and personal welfare. Managing your personal information and how it impacts your reputation and life-brand is going to be an essential part of everybody’s toolkit. Today, we are able to project our views, beliefs, knowledge, experience, and personalities onto a wide, sometimes even global canvas. Learning to do that safely and effectively is going to be an indispensable skill set for ‘Generation Brand’ and future generations, both in the workplace and in private settings.” —Christopher Willcox, former CEO JP Morgan Asset Management

Author : Danielle Sarver Coombs
Publisher : Bloomsbury Publishing USA
ISBN 13 :
Total Pages : 970 pages
Book Rating : 4.70/5 ( download)

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Download or read book We Are What We Sell written by Danielle Sarver Coombs and published by Bloomsbury Publishing USA. This book was released on 2014-01-15 with total page 970 pages. Available in PDF, EPUB and Kindle. Book excerpt: For the last 150 years, advertising has created a consumer culture in the United States, shaping every facet of American life—from what we eat and drink to the clothes we wear and the cars we drive. In the United States, advertising has carved out an essential place in American culture, and advertising messages undoubtedly play a significant role in determining how people interpret the world around them. This three-volume set examines the myriad ways that advertising has influenced many aspects of 20th-century American society, such as popular culture, politics, and the economy. Advertising not only played a critical role in selling goods to an eager public, but it also served to establish the now world-renowned consumer culture of our country and fuel the notion of "the American dream." The collection spotlights the most important advertising campaigns, brands, and companies in American history, from the late 1800s to modern day. Each fact-driven essay provides insight and in-depth analysis that general readers will find fascinating as well as historical details and contextual nuance students and researchers will greatly appreciate. These volumes demonstrate why advertising is absolutely necessary, not only for companies behind the messaging, but also in defining what it means to be an American.

Author : Khadijah Costley White
Publisher : Oxford University Press
ISBN 13 : 0190879335
Total Pages : 256 pages
Book Rating : 4.34/5 ( download)

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Download or read book The Branding of Right-Wing Activism written by Khadijah Costley White and published by Oxford University Press. This book was released on 2018-08-02 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the start of Barack Obama's presidency in 2009, conservative populist groups began fomenting political fractiousness, dissent, and surprising electoral success. The Tea Party was one of the major characters driving this story. But, as Khadijah Costley White argues in this book, the Tea Party's ascent to major political phenomenon can be attributed to the way in which partisan and non-partisan news outlets "branded" the Party as a pot-stirrer in political conflicts over race, class, and gender. In other words, the news media played a major role in developing, cultivating, and promoting populism's brand, particularly within the news spaces of commentary and opinion. Through the language of political marketing, branding, and promotion, the news media not only reported on the Tea Party, but also acted as its political strategist and brand consultant. Moreover, the conservative press acted more as a political party than a news medium, deliberately promoting the Tea Party, and aiding in organizing, headlining, and galvanizing a conservative political base around specific Tea Party candidates, values, and events. In a media environment in which everyone has the opportunity to tune out, tune in, and speak back, The Branding of Right-Wing Activism ultimately shows that distinctions between citizens, journalists, activists, politicians, celebrities, and consumers are more symbolic than concrete.

Author : Richard H. Elliott
Publisher : Oxford University Press, USA
ISBN 13 : 0198704208
Total Pages : 347 pages
Book Rating : 4.01/5 ( download)

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Download or read book Strategic Brand Management written by Richard H. Elliott and published by Oxford University Press, USA. This book was released on 2015 with total page 347 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by an expert author team, this engaging textbook builds upon the traditional frameworks of brand strategy to analyse the emotional and cultural impact real-world brands have on contemporary consumers.

Author : Jessica Duong
Publisher : GRIN Verlag
ISBN 13 : 3656977267
Total Pages : 75 pages
Book Rating : 4.61/5 ( download)

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Download or read book Western European Consumer Perception of a Chinese Brand. An Examination of Huawei written by Jessica Duong and published by GRIN Verlag. This book was released on 2015-06-11 with total page 75 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2014 in the subject Business economics - Trade and Distribution, grade: 1,0, King`s College London (Lau China Institute), language: English, abstract: In the last decade China’s economic role has changed considerably. The rise of China is concomitant with the emergence of many giant Chinese corporations. Those corporations are dominating rankings of largest companies worldwide. To reinforce their economic position, Chinese companies aspire to build their own global brands, but few have been successful so far. This research paper seeks to provide an in-depth analysis of Huawei’s current brand positioning in Western Europe. To what extent has Huawei been able to create a popular brand? How are Huawei’s smartphones perceived in comparison to other global smartphone brands? How effective is Huawei’s branding strategy? Is the Huawei brand as a Chinese brand encumbered with country-of-origin effects? To answer these questions, the author applied a mixed methods approach comprising of an online questionnaire and interviews, which have been conducted from June to July 2014. The objective of the questionnaire is to depict the big picture of the Huawei brand among Western European consumers, while the interviews aim to explore relevant issues mentioned in the questionnaire. The main findings show that Huawei’s brand is not an established brand at the present moment, but rather is in a transitional stage. Huawei is perceived to have smartphones with an appealing design and sophisticated technological components, but overall lacks strong and succinct associations in comparison to other smartphone brand leaders. In addition, the COO impact and isolated branding approaches result in an ineffective brand strategy, which highlights Huawei’s need for a precise and consistent brand management.

Author : Aaron Keller
Publisher : HOW Books
ISBN 13 : 1440342679
Total Pages : 192 pages
Book Rating : 4.77/5 ( download)

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Download or read book The Physics of Brand written by Aaron Keller and published by HOW Books. This book was released on 2016-07-21 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: Welcome to a brand-new way of thinking about branding. The Physics of Brand is an exploration of how brands evolve in time and space. Drawing on experience working with companies such as Patagonia, General Mills, Target, and more, this book provides an exciting new systems approach to branding. By focusing on how brands and people actually interrelate, you'll gain a new perspective on brand growth and interaction. Complete with case studies to illustrate these concepts and Thought Experiments to get you thinking conceptually, The Physics of Brand is your new textbook on brand theory.