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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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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 http://lccn.loc.gov/2015042699 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 http://dnb.d-nb.de/.

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