Brand Meaning
by Mark Batey (9780805864540)

Brand Meaning
 
Mark Batey
Release Date: 28 February 2008
Format: Hardback
Pages: 280
Category: Occupational & Industrial Psychology
Publisher: Taylor and Francis
ISBN: 9780805864540
ISBN-10: 0805864547



How a company 'positions' a brand is not necessarily how the consumer perceives that brand. Brands allow marketers to add meaning to products and services, but it is consumers who ultimately determine what a brand means. The sources of brand meaning are many and varied, as are the ways in which meanings become attached to brands. " Brand Meaning" takes a comprehensive and holistic look at how consumers find and create meaning in brands. It explores the fundamental conscious and unconscious elements that connect people with products and brands. Traditional marketing concepts are questioned, and a new brand meaning framework is put forward. This book lays out new and fertile territory for the understanding of how brands can both assimilate and provide meaning. It will leave readers with a better appreciation of what 'brand' means and what brands mean.Primarily intended as a supplemental reader for undergraduate, graduate and MBA courses, this book's scope should also make it rewarding and valuable reading for practitioners in the fields of marketing and advertising.

AUD $270.00

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