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Focusing on gender dynamics, the author examines how assigning personalities to products influences brand equity management worldwide. The study reveals that brands embodying both masculine and feminine traits possess the highest equity, while those with low gender characteristics struggle. Through detailed examples, the book introduces androgyny in branding and identifies various factors affecting perceptions of masculinity and femininity. It aims to establish a comprehensive theory and serves as a practical guide for enhancing brand equity, ultimately proposing a global brand personality model.
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Brand Gender, Theo Lieven
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- Année de publication
- 2018
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