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" Brand meaning / "
Mark Batey.
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BL
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| Record Number
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1043138
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| Doc. No
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b797508
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| Main Entry
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Batey, Mark.
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| Title & Author
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Brand meaning /\ Mark Batey.
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| Publication Statement
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New York :: Routledge,, ©2008.
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| Page. NO
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xix, 257 pages, 2 unnumbered pages of plates :: illustrations (some color) ;; 24 cm
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| ISBN
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0805864547
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: 0805864555
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: 9780805864540
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: 9780805864557
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| Bibliographies/Indexes
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Includes bibliographical references (pages 225-232) and indexes.
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| Contents
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Introduction -- About brands -- Human motivation: how and why we seek meaning -- Perception -- The meaning of things -- Brand meaning: definitions and directions -- Brand meaning and brand strategy -- The evolution of brand meaning -- Brand communication.
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| Abstract
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"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." "This book is intended as a supplement for all graduate and undergraduate courses on brand management in marketing, consumer psychology, advertising, and business."--Jacket.
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Branding (Marketing)
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Product management.
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Branding (Marketing)
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Markenimage.
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Markenpolitik.
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Product management.
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Verbraucher.
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Werbepsychologie.
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Betekenis.
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Consumentengedrag.
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Merkartikelen.
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| Dewey Classification
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658.8/27
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| LC Classification
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HF5415.1255.B39 2008
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| NLM classification
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85.40bcl
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F760.5clc
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