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Brand Meaning 1st Edition by Mark Batey ISBN 1435646150 9781435646155

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Brand Meaning 1st Edition Mark Batey Digital Instant Download

Author(s): Mark Batey
ISBN(s): 9781435646155, 1435646150
Edition: 1
File Details: PDF, 6.10 MB
Year: 2008
Language: english
SKU: EB-1797754 Category: Tag:

Brand Meaning 1st Edition by Mark Batey – Ebook PDF Instant Download/Delivery: 1435646150, 9781435646155
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Product details:

ISBN 10: 1435646150 
ISBN 13: 9781435646155
Author: Mark Batey

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.

Brand Meaning 1st Table of contents:

  • Introduction to Brand Meaning
    1.1 What is Brand Meaning?
    1.2 Importance in Modern Marketing
    1.3 Historical Evolution of Brand Meaning

  • Theoretical Foundations
    2.1 Semiotics and Symbolism in Branding
    2.2 Consumer Psychology and Perception
    2.3 Emotional and Cultural Connections

  • Constructing Brand Meaning
    3.1 Brand Identity vs Brand Image
    3.2 Storytelling and Narrative in Branding
    3.3 Visual and Verbal Brand Elements

  • Brand Meaning in Consumer Experience
    4.1 Touchpoints and Brand Interaction
    4.2 Co-creation of Meaning with Consumers
    4.3 Trust, Loyalty, and Emotional Bonds

  • Cultural and Social Dimensions
    5.1 Global vs Local Brand Meaning
    5.2 Brands as Cultural Icons
    5.3 Social Media and Meaning Amplification

  • Measuring and Managing Brand Meaning
    6.1 Metrics and Qualitative Approaches
    6.2 Managing Consistency and Evolution
    6.3 Rebranding and Meaning Shifts

  • Case Studies in Brand Meaning
    7.1 Iconic Global Brands
    7.2 Startups and Meaning Creation
    7.3 Brand Crises and Meaning Recovery

  • Future Directions
    8.1 Technology and Brand Meaning
    8.2 Personalization and AI in Branding
    8.3 Ethics and Authenticity

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Tags: Mark Batey, Brand Meaning