GENDER-BENDER BRANDING—Brand Gender Hijack and Consumer Revolt CB5e From Consumer Behavior / Behaviour by Jill Avery et al 1st Edition – (PDF/EPUB Version)

Many brand managers fill their brands with imagery, stories, and personality to appeal to either men or women, infusing them with gendered identity meanings. Being a brand manager of a gendered brand requires understanding and respecting the identity meanings that consumers use, and protecting them so that the identity message the brand sends when a consumer uses it supports the identity needs of the brand’s consumers.