Brand Meaning

Brand Meaning
Author :
Publisher : Psychology Press
Total Pages : 240
Release :
ISBN-10 : 9781136678721
ISBN-13 : 1136678727
Rating : 4/5 (727 Downloads)

Book Synopsis Brand Meaning by : Mark Batey

Download or read book Brand Meaning written by Mark Batey and published by Psychology Press. This book was released on 2012-03-12 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. The 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, the book's scope should also make it rewarding and valuable reading for practitioners in the fields of marketing and advertising.


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Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies