Brand Meaning (2nd Ed.) Meaning, Myth and Mystique in Today’s Brands
Auteur : Batey Mark
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.
Introduction 1. About Brands 2. Human Motivation: How and Why We Seek Meaning 3. Perception 4. The Meaning of Things 5. Brand Meaning 6. Brand Meaning in Practice 7. The Evolution of Brand Meaning 8. Brand Story
Mark Batey has spent his career working with leading international advertising agencies, and as an independent brand consultant. He is also a visiting professor at various business schools and universities. He has lived and worked in areas as diverse as the United Kingdom, Central Europe, Latin America and the United States. He has advised companies including Coca-Cola, Unilever, Nestlé, Kraft Foods, Mondeléz International and SABMiller.
Date de parution : 12-2015
15.2x22.9 cm
Date de parution : 12-2015
15.2x22.9 cm
Thèmes de Brand Meaning :
- Économies et politiques économiques mondiales : relations économiques internationales / douanes, exportation
- Gestion financière
- Organisation commerciale : commerce, vente, distribution
- Psychologie
- marketing
- communication (externe et interne) / publicité / relations publiques
- e-business / commerce électronique
Mots-clés :
Mark Batey; brand meaning; brand management; branding; consumer psychology; semiotics; marketing; advertising; product placement; positioning; Young Men; logos; Played Back; brand development; Fe El; sales; Lucky Number; market research; Tic Tac; public relations; National Geographic; customer service; Marlboro Country; Iconic Brands; Brand Extension; Parent Brand; Transmedia Storytelling; Instance Dominance; Louis Vuitton; Brand Story; Category Dominance; Johnnie Walker; Brand Architecture; Somatic Markers; De Beers; Bonne Maman; IBM Personal Computer; Veuve Clicquot; Hero’s Journey; Means End Theory