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Brand Meaning 🔍
Batey, Mark Psychology Press, Taylor & Francis (Unlimited), New York, 2008
英语 [en] · PDF · 19.7MB · 2008 · 📗 未知类型的图书 · 🚀/ia · Save
描述
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.
备选作者
Mark Batey
备用出版商
Lawrence Erlbaum Associates, Incorporated
备用出版商
Taylor & Francis Group
备用出版商
New York: Routledge
备用版本
United States, United States of America
备用版本
1 edition, February 25, 2008
备用版本
Volume 1, February 25, 2008
备用版本
1, PS, 2008
备用描述
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. A thorough and compelling analysis of the multiple ways people find and create meaning in brands this book is as a supplement for all graduate and undergraduate courses on brand management in marketing, consumer psychology, advertising and business
备用描述
"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." "This book is intended as a supplement for all graduate and undergraduate courses on brand management in marketing, consumer psychology, advertising, and business."--Jacket
备用描述
xix, 257 p., [2] p. of plates : 24 cm
Includes bibliographical references (p. 225-232) and indexes
Mode of access: Internet
开源日期
2023-06-28
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