... between different naming strategies. This paper aims to build on brand gender literature and understand these brands’ (i.e. brands targeting both men and women) potential to adopt an endorsed brand strategy rather than a branded house strategy. The paper uses a before/after...

...Susan Whelan Brand Semantics Advertising Brand strategy The first four chapters of the book are concerned with the way consumers as humans perceive the world around them. Chapter 1 begins by reviewing the development of brands, focusing particularly on the relationship between brands...