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Brand Gender

Increasing Brand Equity through Brand Personality

Authors: Lieven, Theo

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  • Enhances the brand personality equity model to include cross-cultural applicability
  • Discusses and seeks to define the terms 'brand personality' and 'brand equity'
  • Establishes the link between a straightforward brand personality model to brand equity
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eBook $84.99
price for USA in USD
  • ISBN 978-3-319-60219-6
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $159.99
price for USA in USD
Softcover $109.99
price for USA in USD
About this book

This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.

About the authors

Theo Lieven is Adjunct Professor of Marketing at the Institute for Customer Insight, University Of St. Gallen, Switzerland. Previously, he founded a computer company which grew to be one of the largest European retailers in 1996, and has studied management and economics.​

Table of contents (13 chapters)

Table of contents (13 chapters)

Buy this book

eBook $84.99
price for USA in USD
  • ISBN 978-3-319-60219-6
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $159.99
price for USA in USD
Softcover $109.99
price for USA in USD
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Bibliographic Information

Bibliographic Information
Book Title
Brand Gender
Book Subtitle
Increasing Brand Equity through Brand Personality
Authors
Copyright
2018
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-3-319-60219-6
DOI
10.1007/978-3-319-60219-6
Hardcover ISBN
978-3-319-60218-9
Softcover ISBN
978-3-319-86809-7
Edition Number
1
Number of Pages
XX, 265
Number of Illustrations
30 b/w illustrations, 4 illustrations in colour
Topics