Brand Meaning

by Mark Batey

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 0805864555
• ISBN13: 9780805864557
• Release Date: March 2008
• Publisher: Psychology Press
• Length: 257 Pages
• Weight: 0.90 lbs.
• Dimensions: 0.6" x 6.0" x 9.1"