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Parameters
- Pages
- 288 pages
- Reading time
- 11 hours
More about the book
Focusing on gender dynamics, the book delves into how assigning personalities to products influences brand equity management worldwide. It presents a compelling argument that brands exhibiting both masculine and feminine traits possess the highest equity, while those lacking in either gender characteristic struggle. Through detailed examples, the author explores the concept of androgyny in branding and aims to establish a comprehensive theory, offering practitioners strategies to enhance brand equity and develop a global brand personality model.
Book purchase
Brand Gender, Theo Lieven
- Language
- Released
- 2017
- product-detail.submit-box.info.binding
- (Hardcover)
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- Title
- Brand Gender
- Subtitle
- Increasing Brand Equity through Brand Personality
- Language
- English
- Authors
- Theo Lieven
- Publisher
- Springer International Publishing
- Released
- 2017
- Format
- Hardcover
- Pages
- 288
- ISBN13
- 9783319602189
- Category
- Social sciences, Business and Economics, Psychology
- Description
- Focusing on gender dynamics, the book delves into how assigning personalities to products influences brand equity management worldwide. It presents a compelling argument that brands exhibiting both masculine and feminine traits possess the highest equity, while those lacking in either gender characteristic struggle. Through detailed examples, the author explores the concept of androgyny in branding and aims to establish a comprehensive theory, offering practitioners strategies to enhance brand equity and develop a global brand personality model.