Authors:
- Enhances the brand personality equity model to include cross-cultural applicability
- Discusses and seeks to define the terms 'brand personality' and 'brand equity'
- Establishes the link between a straightforward brand personality model to brand equity
- Includes supplementary material: sn.pub/extras
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Table of contents (13 chapters)
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Front Matter
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Back Matter
About this book
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.
Authors and Affiliations
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Institute for Customer Insight, University of St. Gallen, St. Gallen, Switzerland
Theo Lieven
About the author
Bibliographic Information
Book Title: Brand Gender
Book Subtitle: Increasing Brand Equity through Brand Personality
Authors: Theo Lieven
DOI: https://doi.org/10.1007/978-3-319-60219-6
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2018
Hardcover ISBN: 978-3-319-60218-9Published: 19 October 2017
Softcover ISBN: 978-3-319-86809-7Published: 14 August 2018
eBook ISBN: 978-3-319-60219-6Published: 06 October 2017
Edition Number: 1
Number of Pages: XX, 265
Number of Illustrations: 30 b/w illustrations, 4 illustrations in colour
Topics: Branding, Consumer Behavior, Management, Social Structure, Social Inequality, Trade, Online Marketing/Social Media