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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.

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Book Details

ISBN: 9780805864557
ISBN-10: 0805864555
Format: Paperback
(229mm x 152mm x 15mm)
Pages: 280
Imprint: Psychology Press
Publisher: Taylor & Francis Inc
Publish Date: 17-Apr-2008
Country of Publication: United States


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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.

Books By Author Mark Batey

Brand Meaning by Mark Batey

Brand Meaning

Paperback, December 2015