Brand Gender Increasing Brand Equity through Brand Personality /

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...

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Bibliographic Details
Main Author: Lieven, Theo (Author, http://id.loc.gov/vocabulary/relators/aut)
Corporate Author: SpringerLink (Online service)
Format: Electronic eBook
Language:English
Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2018.
Edition:1st ed. 2018.
Subjects:
Branding (Marketing).
Motivation research (Marketing).
Management.
Social structure.
Social inequality.
Trade.
Business.
Commerce.
Internet marketing.
Branding.
Consumer Behavior.
Social Structure, Social Inequality.
Online Marketing/Social Media.
Online Access:Full Text via HEAL-Link

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