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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 global village
- the anti-brand movement.
Danesi shows how consumer products such as cars, perfume and even websites are sold to us through the creation of powerful brand images, and analyzes the advertising campaigns developed to promote brands such as Coca-Cola, McDonalds, Absolut Vodka, Apple, Gucci and Chanel. He also discusses the rise of the anti-brand movement, and its challenges to the dominance of global brands such as Gap and Nike.
Including an annotated guide to further reading, details of useful websites and a comprehensive bibliography, Danesi’s book is an important contribution to the field of marketing and communications.
Table of Contents
Preface. Part 1: From Product to Brand 1. Advertising and Brands 2. Naming Products 3. Brands as Mental Constructs 4. Signification Systems Part 2: Brand Image 1. The Connotative Index 2. Brand Naming Strategies 3. Logos 4. Product Design Part 3: Brand Textuality 1. Textuality 2. Language Devices 3. Visual Devices 4. Metatextuality Part 4: Branding 1. Branding Strategies 2. Word Association Games 3. Ad Campaigns 4. Poetic Logic Part 5: Brand Globalization 1. Global Brands 2. Cooption 3. Culture Jamming Concluding Remarks. Further Reading. Websites. Cited Works