176 Pages
by
Routledge
172 Pages
by
Routledge
Marcel Danesi's outstanding introduction provides a clear guide to brands and brand identity, outlining their historical origins and their increasing centrality in contemporary consumer culture. He introduces:
the origins of brands
naming and brand image
how semiotic theory can be used to analyze brand image
brands and consumer culture
advertising campaigns
brands in the... Read more
Branding Strategies
Word Association Games
Ad Campaigns
Poetic Logic
5. Brand Globalization
Global Brands
Cooption
Culture Jamming
Concluding Remarks
Further Reading
Websites
Cited Works
Biography
Marcel Danesi
