The main objective of this book is to help you understand the idiosyncrasies of the brand and its strategic management in the company. With this end in mind, it has been divided into two blocks, as detailed below.

Chapters 1 to 5 form the first block, which offers a framework based on the conceptualization, types and need to promote the brand. From there, brand equity and brand capital are studied in terms of concepts, characteristics and perspectives of analysis. Once stipulated, the main models of brand equity and brand capital proposed in the literature are detailed, deciphering the elements most commonly …

Este libro reúne las comunicaciones del Congreso MILID Week 2012 celebrado en la Universidad Autónoma de Barcelona del 22 al 25 de mayo de 2012. El libro contiene los textos debatidos en conferencias, seminarios y debates celebrados durante la MILID Week 2012 y 2013. Cada texto trata sobre media literacy, sus estrategias, debates y buenas prácticas. MILID Week está promovida por UNITWIN Cooperation Programme on Media and Information Literacy and Intercultural Dialogue (UNESCO-United Nations Alliance of Civilizations). El programa está desarrollado por ocho universidades de todos los continentes, y organizado por el Gabinete de Comunicación y Educación de la Universidad …

Of all pre-Hispanic cultures, the Maya have perhaps attracted the most attention on the part of archaeologists and historians. Their cultural proliferation, their extraordinary scientific contributions, and their epic survival have given rise to eccentric myths and even supernatural connotations. With the confusing array of texts, predictions, studies, and suppositions, we need to step back and ask: What is, in fact, the essence of Maya? This first volume in the series Discover the Maya World sheds light on the features that define and frame Mayanist studies, from the earliest examples onward, leading to a detailed analysis of the identity, architecture, …

Our society and culture is the one that dehumanizes women and devalues their quality, and causes them to think they are less human when it comes to female-gender. Women are always given a negative identity and treated less than humans in so many parts of the world. It will be an impossible task to try to list the amount of women that have been abused and murdered in our world today. Women are always seen as an instrument of abuse to be used and abandoned. Coming to our undeveloped society, where culture has discriminated against women and caused their rights …

This book aims to cover both the ontological determination and the characterization of what we call with terms such as disease and others related. The current edition is a more complete version of the first edition in Spanish that was published four years ago. In this edition, both semantic and gnoseological as well as ontological issues have been developed in more detail and depth. The foregoing is due to the fact that we could establish the meaning of the disease concept based on its explicit ontological reference, namely, the question about the existence of disease. Furthermore, to achieve that aim, …

The emerging field of psychosocial studies signifies a confluence of


disciplines for whom the fantasies, repressions and cultural practices


underlying national identity represents a crucial research focus. This book


presents a psychosocial portrayal of Brazil's arrival on the international


stage in the economic boom of the run-up to its hosting of the 2014 World Cup


and the 2016 Olympic Games. This former Portuguese colony is a country of


contradictions in need of a new image; a nation that needs to be able to both


love and sell itself in today's neo-liberal reality. It argues that a


contemporary representation of Brazilian subjectivity is best enabled through


an interdisciplinary perspective. Five …

Published by Pensodromo 21 -  Androgynous 21 Collection
The Secret Sex of Money throws the spotlight on female forms of dependence such as Money, Sex, Power and Subordination. As has always been the case, economic independence is no guarantee of a woman’s autonomy. This book offers a lucid analysis of money from the Western perspective of relationships between women and men in the context of a patriarchal culture; relationships that are sometimes governed by power and domination, even in the innermost recesses of our daily lives. Clara Coria denounces the discrimination that women face in their acquisition, management and production …