Branding as Communication
Branding as Communication by Susan B. Barnes, published by Peter Lang in 2017, offers a scholarly exploration of the evolution of branding in contemporary society. This edition spans 203 pages and is presented in English. The book examines how brands have transitioned from mere signs to complex symbols that permeate our daily lives, influenced by technological advancements and cultural commercialization.
Readers will find a comprehensive overview of the branding process, encompassing the creation of brands and the analysis of their communicative messages. The text integrates case studies and examples, bridging communication and business disciplines with a unified vocabulary for discussing branding. Key topics include brand personality, cognitive factors, loyalty, and social issues, providing multiple perspectives that enhance the understanding of branding’s impact across various fields such as marketing, social science, and communication studies.
Official synopsis Publisher
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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