Book Details
Format
Hardback or Cased Book
ISBN-10
3319602187
ISBN-13
9783319602189
Edition
1st ed. 2018
Publisher
Springer International Publishing AG
Imprint
Palgrave Macmillan
Country of Manufacture
CH
Country of Publication
GB
Publication Date
Oct 19th, 2017
Print length
265 Pages
Weight
498 grams
Dimensions
15.60 x 22.00 x 2.40 cms
Ksh 19,800.00
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Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity.
This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.
Get Brand Gender by at the best price and quality guaranteed only at Werezi Africa's largest book ecommerce store. The book was published by Springer International Publishing AG and it has pages.
