Brands
Author(s)
Bibliographic Information
Brands
(Routledge introductions to media and communications)
Routledge, 2006
- : pbk
Available at 13 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references (p. [141]-155) and index
Description and Table of Contents
Description
Marcel Danesi's outstanding introduction provides a clear guide to brands and brand identity, outlining their historical origins and their increasing centrality in contemporary consumer culture. He introduces:
the origins of brands
naming and brand image
how semiotic theory can be used to analyze brand image
brands and consumer culture
advertising campaigns
brands in the global village
the anti-brand movement.
Danesi shows how consumer products such as cars, perfume and even websites are sold to us through the creation of powerful brand images, and analyzes the advertising campaigns developed to promote brands such as Coca-Cola, McDonalds, Absolut Vodka, Apple, Gucci and Chanel. He also discusses the rise of the anti-brand movement, and its challenges to the dominance of global brands such as Gap and Nike.
Including an annotated guide to further reading, details of useful websites and a comprehensive bibliography, Danesi's book is an important contribution to the field of marketing and communications.
Table of Contents
Preface. Part 1: From Product to Brand 1. Advertising and Brands 2. Naming Products 3. Brands as Mental Constructs 4. Signification Systems Part 2: Brand Image 1. The Connotative Index 2. Brand Naming Strategies 3. Logos 4. Product Design Part 3: Brand Textuality 1. Textuality 2. Language Devices 3. Visual Devices 4. Metatextuality Part 4: Branding 1. Branding Strategies 2. Word Association Games 3. Ad Campaigns 4. Poetic Logic Part 5: Brand Globalization 1. Global Brands 2. Cooption 3. Culture Jamming Concluding Remarks. Further Reading. Websites. Cited Works
by "Nielsen BookData"