The authors in this volume deal with ways of brand building and brand communication in an interdisciplinary spectrum. By focusing on brand issues in the contexts of advertising as well as public relation, they combine in a fruitful way scientific aspects with every day experience. The volume contains articles with methodological foundations as well as investigations into language-based and media oriented dimensions in brand communications, combined with different kinds of organisational settings. On an exemplary basis the volume contains contributions dealing with product and corporate brands as well as ‘place’ branding (institutions, towns, regions, countries). The book addresses university teachers and students in the areas of language and communication studies, business studies, and organisational psychology, as well as communication and advertising agencies.
Verlag für Sozialwissenschaften 2009. 314 pages. With 44 graphs & 44 tables, softcover, ISBN: 978-3-531-16792-3, € 69,99.