Description - Brand Meaning by Mark Batey
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. This book is intended as a supplement for all graduate and undergraduate courses on brand management in marketing, consumer psychology, advertising and business. A thorough and compelling analysis of the multiple ways people find and create meaning in brands.
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(229mm x 152mm x mm)
Publisher: Taylor & Francis Inc
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Author Biography - Mark Batey
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, Nestle and Kraft Foods.