Brand Gender

Theo Lieven is Adjunct Professor of Marketing at the Institute for Customer Insight, University Of St. Gallen, Switzerland. Previously, he founded a computer company which grew to be one of the largest European retailers in 1996, and has studied management and economics.​

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• 1. A Brand as a Person.- 2. Gender and Ease of Categorization.- 3. Global Branding with Brand Gender and Brand Equity.- 4. Adrogyny, Consumers' Biological Sex, and Cultural Differences.- 5. Brand Gender and Equity through Brand Design.- 6. Creating a Strong Sports Shoe Brand.- 7. The Independent Gender Effects of Logo, Product, and Brand.- 8. Product Gender and Product Evaluation.- 9. Salesperson Gender Follows Brand Gender.- 10. Brand Gender and Brand Alliance.- 11. How to Create a Personality Scale,- 12. The Effect of Brand Gender on Brand Equity - A Simple Fallacy?.- 13. Summary, Discussion, and Conclusion.