ISBN:
9781785365423
Language:
English
Pages:
1 Online-Ressource (288 p)
,
ill
,
cm
Series Statement:
Edward Elgar E-Book Archive
Parallel Title:
Available in another form
Parallel Title:
Erscheint auch als McQuarrie, Edward F. Visual branding
DDC:
658.8/27
Keywords:
Markenführung
;
Branding (Marketing)
;
Electronic books
Abstract:
Introduction -- Part I: historical perspectives on brand advertising -- 2. Overview: visual branding in historical perspective -- Part II: brand marks -- 3. A typology of brand marks -- 4. How and why brand marks vary across product categories -- 5. Rhetorical evolution of brand marks -- Part III: visual elements -- 6. Typeface in visual branding -- 7. Spokes-characters -- 8. Color -- 9. Using pictures to brand -- Epilogue: conceptual puzzles.
Abstract:
Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish for the brand. It lays out the available possibilities for constructing logos and distinguishes basic types along with examples of their use and evolution over time. Authors Edward McQuarrie and Barbara Phillips place visual branding within its historical context, covering the 120-year period since brand advertising first took modern form in the United States. Using copious real-life examples to illustrate how branding has evolved with the introduction of new technologies and opportunities, the book also critiques purely psychological perspectives on branding and explains how historical and rhetorical analyses can contribute new insights. This exploration of rhetoric as an alternative to economic and psychological perspectives in marketing, advertising, and consumer scholarship will be essential reading for students and scholars in graduate programs in marketing, advertising, and consumer psychology
Note:
Includes bibliographical references and index
DOI:
10.4337/9781785365423
URL:
Deutschlandweit zugänglich
URL:
Deutschlandweit zugänglich
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