Brand Gender Increasing Brand Equity through Brand Personality 1st Edition by Theo Lieven 9783319602189 3319602187

Brand Gender Increasing Brand Equity through Brand Personality 1st Edition by Theo Lieven – Ebook PDF Instant Download/Delivery:9783319602189 ,3319602187

Full download Brand Gender Increasing Brand Equity through Brand Personality 1st Edition after payment 

Product details: 

ISBN 10: 3319602187

ISBN 13:9783319602189 

Author: Theo Lieven

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.

Brand Gender Increasing Brand Equity through Brand Personality 1st Table of contents: 

1. A Brand as a Person

2. Gender and Ease of Categorization

3. Global Branding with Brand Gender and Brand Equity

4. Androgyny, Consumers’ Biological Sex, and Cultural Differences

5. Brand Gender and Equity Through Brand Design

6. Creating a Strong Sports Shoe Brand

7. The Independent Gender Effects of Logo, Product, and Brand

8. Product Gender and Product Evaluation

9. Salesperson Gender Follows Brand Gender

10. Brand Gender and Brand Alliances

11. How to Create a Personality Scale

12. The Effect of Brand Gender on Brand Equity—A Simple Fallacy?

13. Summary, Discussion, and Conclusion

 

People also search for Brand Gender Increasing Brand Equity through Brand Personality 1st:

brand equity vs brand awareness

a powerful brand has high brand

gender equality brands

brand equity vs brand identity

brand equity vs brand reputation

Tags:

Theo Lieven,Increasing,Equity,Personality,Brand