Brand Meaning
Seiten
2008
Psychology Press (Verlag)
978-0-8058-6455-7 (ISBN)
Psychology Press (Verlag)
978-0-8058-6455-7 (ISBN)
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Brands allow marketers to add meaning to products and services, but it is consumers who ultimately determine what a brand means. This book looks at how consumers find and create meaning in brands. It explores the fundamental conscious and unconscious elements that connect people with products and brands.
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.
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.
Mark Batey, a language graduate of Oxford University, has spent his career with leading international advertising agencies, working in areas as diverse as the United Kingdom, Central Europe, Latin America and the United States. His clients have included Coca-Cola, Unilever, Nestlé and Kraft Foods.
Introduction 1. About Brands 2. Human Motivation: How and Why We Seek Meaning 3. Perception 4. The Meaning of Things 5. Brand Meaning: Definition and Directions 6. Brand Meaning and Brand Strategy 7. The Evolution of Brand Meaning 8. Brand Communication. Appendix 1. Appendix 2
| Erscheint lt. Verlag | 17.4.2008 |
|---|---|
| Zusatzinfo | Make up new c/r pg next printing |
| Verlagsort | Philadelphia |
| Sprache | englisch |
| Maße | 152 x 229 mm |
| Gewicht | 408 g |
| Themenwelt | Geisteswissenschaften ► Psychologie |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 0-8058-6455-5 / 0805864555 |
| ISBN-13 | 978-0-8058-6455-7 / 9780805864557 |
| Zustand | Neuware |
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