- xiv, 203 pages ; 24 cm.
- Contents: Introduction -- Branding sign and symbol -- History of branding -- Branding as communication -- Creating brand images -- Branding and the mind -- Emotional and relationship branding -- Brand personality -- Brands, personal branding , and community -- Brands become icons -- Branding in a digital world -- Brands and cultural concerns -- Conclusion -- Glossary -- Bibliography.Includes bibliographical references and index.Summary: Once only a sign, technologies have helped to transform brands into symbols that we constantly encounter in our natural and mediated environments. Moreover, the branding of culture marks a commercialization of society. Almost everywhere we look, a brand name or logo appears. 0By combining a scholarly approach with case studies and examples, this text bridges the worlds of communication and business by providing a single vocabulary in which to discuss branding. It brings these ideas together into a coherent framework to enable discussions on the topic to occur in a variety of disciplines. A number of perspectives are also provided, including brands as signs and symbols, brand personality, history, communication, cognitive factors, loyalty, personal branding, community, and social issues. 0Providing a comprehensive overview of the branding process? from the creation of brands to analysis of their messages - readers will begin to understand the communicative impact of branding.