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Brand Gender : Increasing Brand Equity through Brand Personality.

Author: Theo Lieven
Publisher: Cham : Springer International Publishing, 2017.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This text explores ways to drive and increase a brand's most important property, its equity. Focusing 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  Read more...
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Details

Genre/Form: Electronic books
Additional Physical Format: Print version:
Lieven, Theo.
Brand Gender : Increasing Brand Equity through Brand Personality.
Cham : Springer International Publishing, ©2017
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Theo Lieven
ISBN: 9783319602196 3319602195
OCLC Number: 1006398609
Notes: ""Laboratory Choice Experiment""
Description: 1 online resource (276 pages)
Contents: ""Preface""; ""Acknowledgements""; ""Contents""; ""Abbreviations""; ""List of Figures""; ""List of Tables""; ""1 A Brand as a Person""; ""Anthropomorphism and Animism""; ""Brand Personality""; ""A Brand as a Friend""; ""Brand Equity""; ""The Intangible Sum of a Productâ#x80;#x99;s Attributes""; ""Brand Gender""; ""Beauty and Excellence""; ""References""; ""2 Gender and Ease of Categorization""; ""Gender as a Component of Human Personality""; ""Positive Associations Formed by Sex-Typed Stimuli""; ""Classification of Brands Using Brand Gender"" ""The Gender Concept: Bipolar, Orthogonal, or Categorical""""References""; ""3 Global Branding with Brand Gender and Brand Equity""; ""Branding in Times of Globalization""; ""The Universality of Gender""; ""Four Genders Instead of Two""; ""Empirical Study: 20 Brands in 10 Countries on Four Continents""; ""SEM and Scale Characteristics""; ""Brand Gender Differences Across Brands and Countries""; ""Equity Differences Across Brands and Countries""; ""Conclusion""; ""References""; ""4 Androgyny, Consumersâ#x80;#x99; Biological Sex, and Cultural Differences"" ""Global Assumptions on the Effects of Brand Gender on Brand Equity""""Androgyny""; ""Biological Sex Versus Gender Roles""; ""Collectivism Versus Individualism""; ""Empirical Study""; ""General Discussion""; ""References""; ""5 Brand Gender and Equity Through Brand Design""; ""A Brand Is More Than a Name""; ""Conceptual Background""; ""Brand Name""; ""Type Font""; ""Color""; ""Logo Shape""; ""Impact of Brand Design-Based Masculinity and Femininity Perceptions on Brand Preferences and Equity""; ""Empirical Studies""; ""Study 1: Logo Shapes and Brand Masculinity/Femininity"" ""Study 2: Type Font, Brand Name, Brand Masculinity/Femininity, and Brand Preferences""""Study 3: Type Font, Color, Brand Femininity/Masculinity, and Brand Preference""; ""Study 4: Modification of Brand Communication for Existing Brands and Brand Equity""; ""Conclusion""; ""References""; ""6 Creating a Strong Sports Shoe Brand""; ""A Brand Is More Than a Name""; ""References""; ""7 The Independent Gender Effects of Logo, Product, and Brand""; ""Isnâ#x80;#x99;t It Obvious?""; ""Gendered Brand Names""; ""Gendered Brands""; ""Empirical Studies""; ""The Power of Androgyny"" ""Logo and Product Gender Aid One Another to Build Strong Brands""""References""; ""8 Product Gender and Product Evaluation""; ""Feminine Cars and Masculine Fragrances""; ""Product Gender Deriving from Product Aesthetics""; ""Product Value Deriving from Product Gender""; ""Study 1: Product Gender Affected Through Product Characteristics""; ""Study 2: Increasing Perceived Product Value Through Product Gender""; ""Product Value Increases Through Product Gender""; ""References""; ""9 Salesperson Gender Follows Brand Gender""; ""Behavioral Branding""; ""From Humans to Brands and Back""

Abstract:

This text explores ways to drive and increase a brand's most important property, its equity. Focusing 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.

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