Brand Meaning ePub (Adobe DRM) download by Mark Batey

Brand Meaning

Psychology Press
Publication date: March 2012
ISBN: 9781136678721
Digital Book format: ePub (Adobe DRM)

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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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Brand Meaning ePub (Adobe DRM) download by Mark Batey
Psychology Press, March 2012
ISBN: 9781136678721
EAN:  9781136678721
ePub (Adobe DRM)
List Price: $29.95 eBook price: $27.99
Brand Meaning PDF (Adobe DRM) download by Mark Batey
Psychology Press, March 2012
ISBN: 9781136678738
EAN:  9781136678738
PDF (Adobe DRM)
List Price: $29.95 eBook price: $27.99
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