Brand Gender

Table of Contents

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   Book Overview
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   Chapter 1 A Brand as a Person
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   Chapter 2 Gender and Ease of Categorization
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   Chapter 3 Global Branding with Brand Gender and Brand Equity
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   Chapter 4 Androgyny, Consumers’ Biological Sex, and Cultural Differences
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   Chapter 5 Brand Gender and Equity Through Brand Design
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   Chapter 6 Creating a Strong Sports Shoe Brand
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   Chapter 7 The Independent Gender Effects of Logo, Product, and Brand
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   Chapter 8 Product Gender and Product Evaluation
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    Chapter 9 Salesperson Gender Follows Brand Gender
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    Chapter 10 Brand Gender and Brand Alliances
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    Chapter 11 How to Create a Personality Scale
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    Chapter 12 The Effect of Brand Gender on Brand Equity—A Simple Fallacy?
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    Chapter 13 Summary, Discussion, and Conclusion