{"product_id":"branding-as-communication","title":"Branding as Communication","description":"Once 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.","brand":"Peter Lang Publishing Inc","offers":[{"title":"Default Title","offer_id":54175954796888,"sku":null,"price":69.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9781433128035.jpg?v=1764450924","url":"https:\/\/agendabookshop.com\/products\/branding-as-communication","provider":"Agenda Bookshop","version":"1.0","type":"link"}