Brand Gender: Increasing Brand Equity through Brand Personality by Theo Lieven Details
This book explores ways to pay and increase ownership of the most important brand, its shares. The author focuses on gender focus, analyzes the effect of characterization and characteristics of…
This book explores ways to pay and increase ownership of the most important brand, its shares. The author focuses on gender focus, analyzes the effect of characterization and characteristics of products, and how this can affect brand management on a global scale.
Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest level of stock, while brands with high female and masculine characteristics show that they have the most equity. Including androgenic concepts in trademarks, this important study reveals the factors that can affect a brand that is seen as either male or female. Designed to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book sets the foundation for creating a global brand personality model..
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