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Brand Meaning

£15.00

Product description

Written by Mark Batey, published by Routledge 2008.

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.

In very good used condition, no creasing to spine slight, wear to edge of front cover.

Item details

Author(s):
Batey, M.
Condition:
Used: very good
Dimensions:
Octavo
Format:
Paperback
ISBN-10:
0805864555
ISBN-13:
9780805864557
Number of pages:
257
Publisher:
Routledge
Title:
Brand Meaning

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About this item

Written by Mark Batey, published by Routledge 2008.

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.

In very good used condition, no creasing to spine slight, wear to edge of front cover.

Author(s):
Batey, M.
Condition:
Used: very good
Dimensions:
Octavo
Format:
Paperback
ISBN-10:
0805864555
ISBN-13:
9780805864557
Number of pages:
257
Publisher:
Routledge
Title:
Brand Meaning

Delivery & returns

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This item will be dispatched to UK addresses via second class post within 2 working days of receipt of your order. Standard UK delivery is currently free, no matter how many items you have in your basket. Any additional courier charges will be applied at checkout as they vary depending on delivery address.

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Outside Europe: £11.50

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