Brand Gender Increasing Brand Equity through Brand Personality

Brand Gender Increasing Brand Equity through Brand Personality / by 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...

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Bibliographic Details
Main Author: Lieven, Theo (Author)
Corporate Author: SpringerLink (Online service)
Format: eBook
Language:English
Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2018.
Edition:1st ed. 2018.
Series:Springer eBook Collection.
Subjects:
Branding (Marketing).
Motivation research (Marketing).
Management.
Social structure.
Social inequality.
Trade.
Business.
Commerce.
Internet marketing.
Electronic resources (E-books)
Online Access:Click to view e-book
Holy Cross Note:Loaded electronically.
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Call Number: E-Book
Status: Available

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