Brand Meaning: Meaning, Myth and Mystique in Today's Brands

ISBN-13: 9781138839410 / Angielski / Twarda / 2015 / 230 str.

Mark Batey

Opis

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."

Spis treści

Introduction  1. About Brands  2. Human Motivation: How and Why We Seek Meaning  3. Perception  4. The Meaning of Things  5. Brand Meaning  6. Brand Meaning in Practice  7. The Evolution of Brand Meaning  8. Brand Story

O autorze

Mark Batey has spent his career working with leading international advertising agencies, and as an independent brand consultant. He is also a visiting professor at various business schools and universities. He has lived and worked in areas as diverse as the United Kingdom, Central Europe, Latin America and the United States. He has advised companies including Coca-Cola, Unilever, Nestlé, Kraft Foods, Mondeléz International and SABMiller.