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Branding as Communication


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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Susan B. Barnes, General Editor

Visual communication is the process through which individuals in relationships, organizations, and cultures interpret and create visual messages in response to their environment, one another, and social structures. This series seeks to enhance our understanding of visual communication, and explores the role of visual communication in culture. Topics of interest include visual perception and cognition; signs and symbols; typography and image; research on graphic design; and the use of visual imagery in education. On a cultural level, research on visual media analysis and critical methods that examine the larger cultural messages imbedded in visual images is welcome. By providing a variety of approaches to the analysis of visual media and messages, this book series is designed to explore issues relating to visual literacy, visual communication, visual rhetoric, visual culture, and any unique method for examining visual communication.

For additional information about this series or for the submission of manuscripts, please contact Dr. Barnes at

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