{"product_id":"9781433128035","title":"Branding as Communication","description":"\u003cp\u003eOnce 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.\u003cbr\u003eBy 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.\u003cbr\u003eProviding 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.\u003c\/p\u003e","brand":"Peter Lang Inc., International Academic Publishers","offers":[{"title":"Default Title","offer_id":47036621586672,"sku":"9781433128035","price":64.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781433128035_p0.jpg?v=1763752213","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781433128035","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}