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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.
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 experi
Noted authors discuss how and why consumers identify with and become attached to brands and the challenges marketers face in creating and sustaining these state
Brands are now a dominant feature of everyday life. Drawing on rich empirical material, this book builds up a critical theory, arguing that brands have become a
Noted authors discuss how and why consumers identify with and become attached to brands and the challenges marketers face in creating and sustaining these state
