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portada Brand Meaning: Meaning, Myth and Mystique in Today’s Brands
Type
Physical Book
Publisher
Author
Language
English
Pages
244
Format
Paperback
ISBN13
9781138839427
Categories

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

Mark Batey (Author) · Routledge · Paperback

Brand Meaning: Meaning, Myth and Mystique in Today’s Brands - Mark Batey

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Synopsis "Brand Meaning: Meaning, Myth and Mystique in Today’s Brands "

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, and expands on the theory, methods and applications of brand meaning. The book’s multidisciplinary approach and concise yet comprehensive content makes it an ideal supplemental reader for undergraduate, graduate, and MBA courses, as well as valuable reading for practitioners in the fields of marketing, advertising and consumer research. For more information, visit www.brandmeaning.com.

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The book is written in English.

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The binding of this edition is Paperback.

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