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Brand Meaning

• By Mark Batey

• Price: $59.95
• Binding: Hardback (also available in Paperback)
• Pages: 280
• Published by: Psychology Press (formerly published by Lawrence Erlbaum Associates)
• Publication Date: 15th February 2008
• ISBN: 978-0-8058-6454-0

About the Book

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.

Reviews

'Brand Meaning represents an important contribution to the marketing literature on brands.' - Allan J. Kimmel, Marketing at ESCP-EAP, European School of Management, Paris.

'A most thought-full book. Must reading for everyone who studies or manages brands. It is well reasoned and very practical.' - Gerald Zaltman, Professor of Marketing, Harvard Business School

'A thorough, wide-ranging book, which nicely integrates major theories and concepts of consumer behavior from the distinctive viewpoint of brand meaning.' - Bernd Schmitt, Professor of International Business, Columbia Business School, New York.

'The book has content more theoretical, scholarly and rich than the existing books on the market. This book has the potential to be a "cross over" title that reaches out to both managers and academics. It can also be used as a supplementary textbook for the classroom.' - Rajeev Batra, Kresge Professor of Marketing, Ross School of Business, University of Michigan

'There are many books on brands. Few bring the depth of insight that Brand Meaning does' - Jim Hytner, Former Group Brand and UK Banking Marketing Director, Barclays Bank

Table of Contents

Introduction 1. About Brands 2. Human Motivation: How and Why We Seek Meaning 3. Perception 4. The Meaning of Things 5. Brand Meaning: Definition and Directions 6. Brand Meaning and Brand Strategy 7. The Evolution of Brand Meaning 8. Brand Communication. Appendix 1. Appendix 2

About the Author(s)

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, Nestlé and Kraft Foods.