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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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Chapter 4. Creating Brand Images


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Products, like people, have personalities, and they can make or break them in the market place. —David Ogilvy, 1983, p. 14

Advertising agencies, public relations firms, brand managers, art directors, graphic designers, and copywriters work together to create the personality of a brand. Many people get paid to construct the thinking behind the brand strategy. A number of these professionals have described their process for developing a brand message. This chapter provides examples of the thinking behind the brand. It describes how designers communicate ideas through branded messages. In addition, the chapter provides information about creativity, the essentials of branding, and examples of the thinking behind the image. It explains what elements are needed to create a successful brand strategy and brand personality. Finally, it provides practical information about branding.

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