Brand Meaning: Meaning, Myth and Mystique in Today's Brands

by Mark Batey

This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experience with leading international companies to propose a compelling framework for the conscious and unconscious ways in which people connect with products and brands. Revised and updated, it contains contemporary as well as classic examples of brand meaning in practice from various countries,...

• Format: Paperback
• Language: English
• ISBN: 1138839426
• ISBN13: 9781138839427
• Release Date: December 2015
• Publisher: Routledge
• Length: 230 Pages
• Weight: 0.75 lbs.
• Dimensions: 0.5" x 5.9" x 8.9"