Brand Meaning

Name: Brand Meaning
Brand: Taylor & Francis
SKU: 9781138839410
Price: 376.0 NZD
Availability: InStock

Meaning, Myth and Mystique in Today’s Brands

By Mark Batey

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Summary

Brand Meaning explores how brands acquire and provide meaning through both conscious and unconscious connections with consumers. Drawing on the author's experience with global companies, this second edition introduces a comprehensive framework combining theory, methods, and applications, enriched with contemporary and classic international examples. Its multidisciplinary approach makes it essential for students and professionals in marketing, advertising, and consumer research.
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Format: Hardback

$376⁰⁰

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Brand Meaning

$376⁰⁰

Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?

Ideal for undergraduate, graduate, MBA students and marketing practitioners seeking a deep understanding of brand meaning and management.

This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning.

Description

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.

Book Hero Magic summarised reviews for this book. While it's new and still learning, it may not be perfect - your feedback is welcome! HOW HAS THIS BEEN REVIEWED?

"An incredibly comprehensive and perceptive examination of brand meaning that illuminates and inspires." - Kevin Lane Keller

"This excellent book redefines brand management as managing kernels of meanings beyond simple attributes." - Jean-Noël Kapferer

"A valuable resource for all who study or manage brands." - John Quelch

"From metrics to myth, unmatched in its subject." - Michael Burke

"Offers timely insights for creating brands that deliver meaningful personal, social, and environmental benefits." - Paul Polman

Book Details

INFORMATION

ISBN: 9781138839410

Publisher: Taylor & Francis Ltd

Format: Hardback

Date Published: 18 December 2015

Country: United Kingdom

Imprint: Routledge

Edition: 2nd edition

Illustration: 6 Tables, black and white

Audience: General / adult, Tertiary education

DIMENSIONS

Width: 152.0mm

Height: 229.0mm

Weight: 460g

Pages: 230

Collections

Business & Entrepreneurship Education & Reference Mark Batey Marketing & Sales Non-Fiction

About the Author

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.