The language of branding /
The concept of branding is one of the most important, familiar, and useful in modern commerce and marketing. One important feature of ""Branding in Commerce and Marketing"" is the fresh look at branding architecture, i.e., alternative brand naming strategies, along with proposals...
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| Format: | Book |
| Language: | English |
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New York :
Nova Science Publishers,
c2010
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| Series: | Management science--theory and applications series
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| Subjects: |
| Summary: | The concept of branding is one of the most important, familiar, and useful in modern commerce and marketing. One important feature of ""Branding in Commerce and Marketing"" is the fresh look at branding architecture, i.e., alternative brand naming strategies, along with proposals for making brand structuring and interpretation more coherent. This new and unique book dissects some vexing conceptual and even semantic issues surrounding the venerable word ""brand"" itself and explores the usefulness of the conception of branding |
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| Physical Description: | 1 online resource |
| Bibliography: | Includes bibliographical references and index |
| ISBN: | 1616688955 9781616688950 |