Brand Gender Increasing Brand Equity through Brand Personality /
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...
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| Main Author: |
Lieven, Theo, |
| Other Authors: |
SpringerLink (Online service) |
| Format: |
eBook
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| Language: |
English
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| Published: |
Cham :
Springer International Publishing : Imprint : Palgrave Macmillan,
2018.
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| Physical Description: |
1 online resource (XX, 265 pages 34 illustrations, 4 illustrations in color.) : online resource.
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| Subjects: |
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