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Branding as Communication

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Susan B. Barnes

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.
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Conclusion

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Further, because of the interaction of brands with society, and since so many socially influential brands are in the not-for-profit sector, the future of brands is also inextricably linked to the future of society. —Rita Clifton, 2003, p. 227

Branding is a global process. Since the American Civil War, the use of symbols to identify products and services has become prevalent in contemporary society. To understand the role that brands play in culture, their messages can be analyzed using traditional communication models.

Rhetorical models of communication can be used as a method for uncovering branded communication. However, when utilizing the rhetorical method, several different readings are required. The Laswell Model of communication is another method for uncovering branded messages. The method speaks to the persuasive aspect of marketing communication. The goal of a branded message is to encourage consumers to purchase a product or service, and marketers utilize a variety of different methods for encoding their communication with both emotional and logical appeals. ← 187 | 188 →

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