BRANDING MASCULINITY by Elizabeth C. Hirschman ( 9781317386049 )

Item Details

Title:

BRANDING MASCULINITY
TRACING THE CULTURAL FOUNDATIONS OF BRAND MEANING

By:

Format:

Electronic book text

List price:	£45.00
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ISBN 10:

1317386043

ISBN 13:

9781317386049

Publisher:

TAYLOR & FRANCIS LTD

Pub. date:

22 January, 2016

Series:

Routledge Interpretive Marketing Research

Pages:

Synopsis:

Branding Masculinity examines two ideologies of masculinity - one typifying rural agricultural areas and the other found in urban, business settings. Comparisons are made between these two current forms of masculinity and both similarities and differences are identified. Six product categories compose the Constellation of Masculinity for both groups. Hirschman selects a masculine prototype brand from each category and presents a detailed analysis of the images, language and marketing actions used to create the brand's masculinity over time. Using her method, marketers for other brands will be equipped to enhance the masculine status of their brands, as well.Branding Masculinity proposes that masculine brands are made, not born. Masculinity is an enduring cultural ideal which can be attached to a variety of products and brands by the appropriate use of symbols, icons and images.Scholars from various disciplines within the fields of branding, marketing, public relations and corporate identity will see this book as vital in continuing the academic discourse in the field. It will serve as a respected reference resource for researchers, academics, students and policy makers, alike.

Illustrations:

40 Halftones, black and white; 10 Tables, black and white; 40

Publication:

Imprint:

Routledge

Returns:

Non-returnable

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BRANDING MASCULINITY