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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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Library of Congress Cataloging-in-Publication Data Names: Barnes, Susan B., author. Title: Branding as communication / Susan B. Barnes. Description: New York: Peter Lang, 2017. Series: Visual communication; vol. 5 | ISSN 2153-277X Includes bibliographical references and index. Identifiers: LCCN 2015042699 | ISBN 978-1-4331-2804-2 (hardcover: alk. paper) ISBN 978-1-4331-2803-5 (paperback: alk. paper) | ISBN 978-1-4539-1791-6 (ebook pdf) ISBN 978-1-4331-3827-0 (epub) | ISBN 978-1-4331-3826-3 (mobi) Subjects: LCSH: Communication in marketing. Branding (Marketing) | Visual communication. Classification: LCC HF5415.123 .B367 2016 | DDC 658.8/27—dc23 DOI 10.3726/b10498 LC record available at Bibliographic information published by Die Deutsche Nationalbibliothek. Die Deutsche Nationalbibliothek lists this publication in the “Deutsche Nationalbibliografie”; detailed bibliographic data are available on the Internet at

© 2017 Peter Lang Publishing, Inc., New York 29 Broadway, 18th floor, New York, NY 10006 All rights reserved. Reprint or reproduction, even partially, in all forms such as microfilm, xerography, microfiche, microcard, and offset strictly prohibited.

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