Branding Masculinity

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Branding Masculinity

Author : Elizabeth C. Hirschman
Publisher : Routledge
ISBN 13 : 131738606X
Total Pages : 108 pages
Book Rating : 4.3/5 (173 download)

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Book Synopsis Branding Masculinity by : Elizabeth C. Hirschman

Download or read book Branding Masculinity written by Elizabeth C. Hirschman and published by Routledge. This book was released on 2016-01-22 with total page 108 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Branding Masculinity

Author : Elizabeth Hirschman
Publisher : Routledge
ISBN 13 : 9781032242569
Total Pages : 108 pages
Book Rating : 4.2/5 (425 download)

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Book Synopsis Branding Masculinity by : Elizabeth Hirschman

Download or read book Branding Masculinity written by Elizabeth Hirschman and published by Routledge. This book was released on 2021-12-13 with total page 108 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding Masculinity is the first research book to delve into the cultural origins of masculinity in America. By asking men what they consider to be masculine beliefs, attitudes, behaviours, and possessions, the research identifies how contemporary American men form their sense of being manly.

Brand Gender

Author : Theo Lieven
Publisher : Springer
ISBN 13 : 3319602195
Total Pages : 265 pages
Book Rating : 4.3/5 (196 download)

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Book Synopsis Brand Gender by : Theo Lieven

Download or read book Brand Gender written by Theo Lieven and published by Springer. This book was released on 2017-10-06 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.

Handbook of Brand Relationships

Author : Deborah J. MacInnis
Publisher : M.E. Sharpe
ISBN 13 : 0765637782
Total Pages : 449 pages
Book Rating : 4.7/5 (656 download)

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Book Synopsis Handbook of Brand Relationships by : Deborah J. MacInnis

Download or read book Handbook of Brand Relationships written by Deborah J. MacInnis and published by M.E. Sharpe. This book was released on 2009-07-06 with total page 449 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. The Handbook of Brand Relationships includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.

Consumer Culture, Branding and Identity in the New Russia

Author : Graham H.J. Roberts
Publisher : Routledge
ISBN 13 : 1317936310
Total Pages : 248 pages
Book Rating : 4.3/5 (179 download)

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Book Synopsis Consumer Culture, Branding and Identity in the New Russia by : Graham H.J. Roberts

Download or read book Consumer Culture, Branding and Identity in the New Russia written by Graham H.J. Roberts and published by Routledge. This book was released on 2016-04-14 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: As shopping has been transformed from a chore into a major source of hedonistic pleasure, a specifically Russian consumer culture has begun to emerge that is unlike any other. This book examines the many different facets of consumption in today’s Russia, including retailing, advertising and social networking. Throughout, emphasis is placed on the inherently visual - not to say spectacular - nature both of consumption generally, and of Russian consumer culture in particular. Particular attention is paid to the ways in which brands, both Russian and foreign, construct categories of identity in order to claim legitimacy for themselves. What emerges is a fascinating picture of how consumer culture is being reinvented in Russia today, in a society which has one, nostalgic eye turned towards the past, and the other, utopian eye, set firmly on the future. Borrowing concepts from both marketing and cultural studies, the approach throughout is interdisciplinary, and will be of considerable interest, to researchers, students and practitioners wishing to gain invaluable insights into one of the most lucrative, and exciting, of today’s emerging markets.

Branded Male

Author : Mark Tungate
Publisher : Kogan Page Publishers
ISBN 13 : 0749450118
Total Pages : 256 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Branded Male by : Mark Tungate

Download or read book Branded Male written by Mark Tungate and published by Kogan Page Publishers. This book was released on 2008 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: The male market is exploding. Thanks to emerging social and cultural trends, men are becoming consumers to reckon with. In 1990 only 4% of men claimed to regularly use a skin care product. By 2015 the figure will have risen to 50%. Branded Male discusses the evolution of the male consumer and the desire of marketers to tap into the still underdeveloped male market. Crammed with facts and anecdotes, Branded Male analyses how to effectively brand products and services for the male market. Using a typical modern male's weekday as a template and examining all the influences affecting him, the book considers his exposure to brands and the ways marketers can exploit these channels, taking you through popular strategies for marketing to men. In his trademark style, Mark Tungate - the author of Fashion Brands: Branding Style from Armani to Zara - paints a portrait of the male consumer. From razor blades to beer, from aftershave to hotels, he finds out which marketing messages have the most impact on male wallets. Men's bank balances may never be the same again.

Performing Black Masculinity

Author : Bryant Keith Alexander
Publisher : Rowman Altamira
ISBN 13 : 0759114188
Total Pages : 281 pages
Book Rating : 4.7/5 (591 download)

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Book Synopsis Performing Black Masculinity by : Bryant Keith Alexander

Download or read book Performing Black Masculinity written by Bryant Keith Alexander and published by Rowman Altamira. This book was released on 2006-07-24 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a remarkable set of linked essays on the African American male experience. Alexander picks a number of settings that highlight Black male interaction, sexuality, and identity_the student-teacher interaction, the black barbershop, drag queen performances, the funeral eulogy. From these he builds a theory of Black masculine identity using auto-ethnography and ideas of performance as his base.

Branding Black Womanhood

Author : Timeka N. Tounsel
Publisher : Rutgers University Press
ISBN 13 : 1978829906
Total Pages : 183 pages
Book Rating : 4.9/5 (788 download)

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Book Synopsis Branding Black Womanhood by : Timeka N. Tounsel

Download or read book Branding Black Womanhood written by Timeka N. Tounsel and published by Rutgers University Press. This book was released on 2022-06-17 with total page 183 pages. Available in PDF, EPUB and Kindle. Book excerpt: CaShawn Thompson crafted Black Girls Are Magic as a proclamation of Black women’s resilience in 2013. Less than five years later, it had been repurposed as a gateway to an attractive niche market. Branding Black Womanhood: Media Citizenship from Black Power to Black Girl Magic examines the commercial infrastructure that absorbed Thompson’s mantra. While the terminology may have changed over the years, mainstream brands and mass media companies have consistently sought to acknowledge Black women’s possession of a distinct magic or power when it suits their profit agendas. Beginning with the inception of the Essence brand in the late 1960s, Timeka N. Tounsel examines the individuals and institutions that have reconfigured Black women’s empowerment as a business enterprise. Ultimately, these commercial gatekeepers have constructed an image economy that operates as both a sacred space for Black women and an easy hunting ground for their dollars.

The Mask of Masculinity

Author : Lewis Howes
Publisher : Hay House, Inc
ISBN 13 : 1788171284
Total Pages : 256 pages
Book Rating : 4.7/5 (881 download)

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Book Synopsis The Mask of Masculinity by : Lewis Howes

Download or read book The Mask of Masculinity written by Lewis Howes and published by Hay House, Inc. This book was released on 2017-10-31 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: At 30 years old, Lewis Howes was outwardly thriving but unfulfilled inside. He was a successful athlete and businessman, achieving goals beyond his wildest dreams, but he felt empty, angry, frustrated, and always chasing something that was never enough. His whole identity had been built on misguided beliefs about what "masculinity" was. Howes began a personal journey to find inner peace and to uncover the many masks that men – young and old – wear. In The Mask of Masculinity, Howes exposes the ultimate emptiness of the Material Mask, the man who chases wealth above all things; the cowering vulnerability that hides behind the Joker and Stoic Masks of men who never show real emotion; and the destructiveness of the Invincible and Aggressive Masks worn by men who take insane risks or can never back down from a fight. He teaches men how to break through the walls that hold them back and shows women how they can better understand the men in their lives. It's not easy, but if you want to love, be loved and live a great life, then it's an odyssey of self-discovery that all modern men must make. This book is a must-read for every man – and for every woman who loves a man.

The Media and the Models of Masculinity

Author : Mark Moss
Publisher : Lexington Books
ISBN 13 : 0739166271
Total Pages : 220 pages
Book Rating : 4.7/5 (391 download)

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Book Synopsis The Media and the Models of Masculinity by : Mark Moss

Download or read book The Media and the Models of Masculinity written by Mark Moss and published by Lexington Books. This book was released on 2012-07-10 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: Mark Moss's The Media and the Models of Masculinity details the impact that the mass media has upon men's sense of identity, style, and deportment. From advertising to television shows, mass consumer culture defines and identifies how men select and sort what is fashionable and acceptable. Utilizing a large mine of mediated imagery, men and boys construct and define how to dress, act, and comport themselves. By engaging critical discussions on everything from fashion, to domestic space, to sports and beyond, readers are privy to a modern and fascinating account of the diverse and dominant perceptions of and on Western masculine culture. Historical tropes and models are especially important in this construction and influence and impact contemporary variations.

Marketing Masculinities

Author : Lee V. Chalmers
Publisher : Praeger
ISBN 13 :
Total Pages : 216 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis Marketing Masculinities by : Lee V. Chalmers

Download or read book Marketing Masculinities written by Lee V. Chalmers and published by Praeger. This book was released on 2001-04-30 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores the ways in which gender informs the definition and organization of management work, with specific attention to marketing. Drawing on original case studies, Chalmers examines how marketing personnel in particular firms appeal to valued and emotionally charged masculine meanings and identifications in their efforts to define the boundaries of their work activity and to establish marketing's managerial credentials against the claims of competing management occupations. By focusing on this interpenetration of masculinity projects and managerial politics, the study breaks new ground, illustrating that gender is a particularly flexible and potent resource for use in the competitive struggles shaping what management is, who manages, and how. Through the use of detailed case studies, the author takes a thorough look at the way marketing departments have emerged within companies and how marketing personnel have tried to carve out a niche for themselves by using gendered discursive techniques. The use of such strategies is aimed at securing a more crucial management role within a company, structuring boundaries and internal divisions of marketing work, shaping how various tasks are consolidated into marketing jobs, and creating distinct realms of masculine and feminine activity. As more and more women enter the field of marketing, they must navigate their way through this gendered terrain where marketers are expected to be assertive and forceful and women are expected to be feminene and supportive. Chalmers carefully traces these management politics and gendering processes in an effort to explain how gender informs the definition and organization of managing work.

Hegemonic Masculinity

Author : James W. Messerschmidt
Publisher : Rowman & Littlefield
ISBN 13 : 1538114054
Total Pages : 197 pages
Book Rating : 4.5/5 (381 download)

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Book Synopsis Hegemonic Masculinity by : James W. Messerschmidt

Download or read book Hegemonic Masculinity written by James W. Messerschmidt and published by Rowman & Littlefield. This book was released on 2018-04-09 with total page 197 pages. Available in PDF, EPUB and Kindle. Book excerpt: The concept of hegemonic masculinity, formulated by Raewyn Connell more than three decades ago, has been the driving force behind the expanding field of masculinities studies. Hegemonic Masculinity: Formulation, Reformulation, and Amplification provides the first comprehensive overview of the concept—from its original conception to how it has evolved over time. The book also examines some of the most powerful ways the concept is being used in contemporary gender studies. Hegemonic Masculinity describes the development of the concept, the actual formulation and initial applications of the concept, the eventual reformulation and subsequent applications of that reformulation, and finally, the amplification of the reformulated concept of hegemonic masculinity. The book also includes a chapter theorizing why and how hegemonic masculinities are constructed, and the concluding chapter chronicles the prospects for social change toward more egalitarian gender relations. Hegemonic Masculinity: Formulation, Reformulation, and Amplification brings together for the first time in one volume the history of the concept as well as a discussion and examination of some of the most important research accomplished on hegemonic masculinity over the last thirty years.

Men in the Mirror

Author : Tim Edwards
Publisher : Bloomsbury Publishing
ISBN 13 : 1474287352
Total Pages : 176 pages
Book Rating : 4.4/5 (742 download)

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Book Synopsis Men in the Mirror by : Tim Edwards

Download or read book Men in the Mirror written by Tim Edwards and published by Bloomsbury Publishing. This book was released on 2016-10-06 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: In recent decades, the myth of fashionable women and sartorially challenged men has been overturned not least through the proliferation of men's style magazines such as GQ and the emergence of masculinity as a marketing tool. In this engaging book, Edwards applies a sociological approach to our understanding of men's fashion, which he argues is significant in the nexus of masculinity and society, past and present, rather than a narrow artistic or aesthetic interest. Rejecting an essentialist or 'natural' origin, Edwards explores how masculinity and men's fashion are constructed, particularly in relation to consumer society. It is the growing commodification and aestheticism of everyday life, alongside developments in marketing and advertising, that Edwards identifies as the catalyst in the emergence of men's fashion, rather than an abstract 'crisis of masculinity' or 'new man' identity. Concurrently, in the 1980s, changes in demography, economics and ideology gave certain men greater freedom and spending power than ever before. Edwards investigates how these men, clearly distinguished by age, class and sexual orientation, were seduced by advertisers with sexualised images of suited city gents and body-beautiful boys in Levis, and how the resultant process of consumption was facilitated through developments in the practice of shopping itself, such as easy access to credit. He examines the influence of the advertisers' message in creating a hierarchy of masculinity in which some men are valorised and others are denigrated. Starting with a historical review of men's fashion and a discussion of its importance and meanings, Edwards goes on to analyse the contemporary marketing of menswear and masculinity in advertising and in the media, and considers the politics of fashion for men in terms of gender, class, race and sexuality.

The Man Brand

Author : Jean Jaymes West
Publisher :
ISBN 13 : 9781536133011
Total Pages : pages
Book Rating : 4.1/5 (33 download)

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Book Synopsis The Man Brand by : Jean Jaymes West

Download or read book The Man Brand written by Jean Jaymes West and published by . This book was released on 2018 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Asian Journal of Marketing

Author :
Publisher :
ISBN 13 :
Total Pages : 314 pages
Book Rating : 4.:/5 (53 download)

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Book Synopsis Asian Journal of Marketing by :

Download or read book Asian Journal of Marketing written by and published by . This book was released on 1997 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Performing Masculinity

Author : R. Emig
Publisher : Springer
ISBN 13 : 0230276083
Total Pages : 254 pages
Book Rating : 4.2/5 (32 download)

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Book Synopsis Performing Masculinity by : R. Emig

Download or read book Performing Masculinity written by R. Emig and published by Springer. This book was released on 2010-05-21 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: This interdisciplinary study analyzes the ways in which signs of masculinity have been performed across a wide variety of contexts and genres - including literature, classical ballet, sports, rock music, films and computer games - from the early nineteenth century to the present day.

The Future of Men

Author : Marian Salzman
Publisher : Palgrave Macmillan Trade
ISBN 13 : 9781403975485
Total Pages : 256 pages
Book Rating : 4.9/5 (754 download)

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Book Synopsis The Future of Men by : Marian Salzman

Download or read book The Future of Men written by Marian Salzman and published by Palgrave Macmillan Trade. This book was released on 2006-09-17 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: A revealing exploration of a key market in flux, The Future of Men highlights substantial demographic shifts and their impact--from the stay-at-home dad to the new macho revival. The authors draw on their expertise as top thought leaders from the advertising world--they were the ones to create the buzz around "übersexuals" and "metrosexuals"--to show that the new definition of masculinity is a result of complex social, biological, and economic influences. From automobiles to cosmetics to consumer electronics, this cutting-edge book explains how to tap the potential of the male market.