Branding as Communication

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.By 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.Providing 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.Additional ISBNs9781433128035, 9781433138263, 1433128039, 1433138263, 9781433128042, 1433128047Branding as Communication 1st Edition is written by Susan B. Barnes and published by Peter Lang Inc., International Academic Publishers. ISBNs for Branding as Communication are 9781433138270, 1433138271 and the print ISBNs are 9781433128035, 1433128039. Additional ISBNs include 1433128039, 1433138263, 1433128047, 9781433128035, 9781433138263, 9781433128042.