Brand Meaning

Meaning, Myth and Mystique in Today’s Brands

Nonfiction, Health & Well Being, Psychology, Occupational & Industrial Psychology, Business & Finance, Marketing & Sales, Consumer Behaviour
Cover of the book Brand Meaning by Mark Batey, Taylor and Francis
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Author: Mark Batey ISBN: 9781317558019
Publisher: Taylor and Francis Publication: December 7, 2015
Imprint: Routledge Language: English
Author: Mark Batey
ISBN: 9781317558019
Publisher: Taylor and Francis
Publication: December 7, 2015
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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