Brand Meaning

Brand Meaning
Author :
Publisher : Routledge
Total Pages : 231
Release :
ISBN-10 : 9781317558026
ISBN-13 : 1317558022
Rating : 4/5 (26 Downloads)

Book Synopsis Brand Meaning by : Mark Batey

Download or read book Brand Meaning written by Mark Batey and published by Routledge. This book was released on 2015-12-07 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experience with leading international companies to propose a compelling framework for the conscious and unconscious ways in which people connect with products and brands. Revised and updated, it contains contemporary as well as classic examples of brand meaning in practice from various countries, and expands on the theory, methods and applications of brand meaning. The book’s multidisciplinary approach and concise yet comprehensive content makes it an ideal supplemental reader for undergraduate, graduate, and MBA courses, as well as valuable reading for practitioners in the fields of marketing, advertising and consumer research. For more information, visit www.brandmeaning.com.


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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