Language of branding / John F. Gaski.

Format:

Book

Author/Creator:

Gaski, John F., author.

Series:

Management science--theory and applications series.

Management Science - Therory and Applications

Language:

English

Subjects (All):

Branding (Marketing).

Physical Description:

1 online resource (109 p.)

Place of Publication:

New York, [New York] : Nova Science Publishers, Inc., 2010.

Language Note:

English

Summary:

The concept of branding is one of the most important, familiar, and useful in modern commerce and marketing. One important feature of ""Branding in Commerce and Marketing"" is the fresh look at branding architecture, i.e., alternative brand naming strategies, along with proposals for making brand structuring and interpretation more coherent. This new and unique book dissects some vexing conceptual and even semantic issues surrounding the venerable word ""brand"" itself and explores the usefulness of the conception of branding

Contents:

THE LANGUAGE OF BRANDING; THE LANGUAGE OF BRANDING; LIBRARY OF CONGRESS CATALOGING-IN-PUBLICATION DATA; CONTENTS; ABSTRACT; PROLOGUE; ABOUT THE AUTHOR; Chapter 1: INTRODUCTION AND BACKGROUND; Chapter 2: THE PROBLEM AND IMPLICATIONS; Chapter 3: STRUCTURAL SUBTLETIES; Chapter 4: SITUATION ASSESSMENT AND CONTEXT; Chapter 5: TOWARD RESOLUTION; Chapter 6: CONCLUSION; Epilogue: HOW I FIRST LEARNED THE MEANING OF "BRAND"; END NOTES; REFERENCES; BIBLIOGRAPHY I: ANNOTATED; BIBLIOGRAPHY II: SUPPLEMENTAL; INDEX

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

1-61668-895-5