Brand Gender : Increasing Brand Equity through Brand Personality / by Theo Lieven.
Lieven, Theo, author.
2018
HD69.B7 .L548 2018
Available Online

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Title Brand Gender : Increasing Brand Equity through Brand Personality / by Theo Lieven.
Author Lieven, Theo, author.
ISBN 9783319602196 (electronic book)
3319602195
9783319602189 (print)
DOI https://doi.org/10.1007/978-3-319-60219-6
Published Cham : Springer International Publishing : Imprint : Palgrave Macmillan, 2018.
Language English
Description 1 online resource (XX, 265 pages 34 illustrations, 4 illustrations in color.) : online resource
Other Standard Identifiers 10.1007/978-3-319-60219-6 doi
Call Number HD69.B7 .L548 2018
Dewey Decimal Classification 658.827
Summary 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.
Access Note Access limited to authorized users.
Digital File Characteristics text file PDF
Linked Resources Online Access
Record Appears in Online Resources > Ebooks
All Resources
1. A Brand as a Person
2. Gender and Ease of Categorization
3. Global Branding with Brand Gender and Brand Equity
4. Adrogyny, Consumers' Biological Sex, and Cultural Differences
5. Brand Gender and Equity through Brand Design
6. Creating a Strong Sports Shoe Brand
7. The Independent Gender Effects of Logo, Product, and Brand
8. Product Gender and Product Evaluation
9. Salesperson Gender Follows Brand Gender
10. Brand Gender and Brand Alliance
11. How to Create a Personality Scale,
12. The Effect of Brand Gender on Brand Equity
A Simple Fallacy?
13. Summary, Discussion, and Conclusion.

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