Brands (Hardcover)

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