Brand Meaning

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Brand Meaning

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Author : Mark Batey
language : en
Publisher: Routledge
Release Date : 2015-12-07

Brand Meaning written by Mark Batey and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-07 with Psychology categories.

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.

Brand Meaning

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Author : Mark Batey
language : en
Publisher: Routledge
Release Date : 2015-12-07

Brand Meaning

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Author : Mark Batey
language : en
Publisher:
Release Date : 2015

Brand Meaning written by Mark Batey and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with Branding (Marketing) categories.

Brand Meaning

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Author : Mark Batey
language : en
Publisher: Psychology Press
Release Date : 2012

Brand Meaning written by Mark Batey and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business & Economics categories.

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 Management

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Author : Naresh K. Malhotra
language : en
Publisher: Emerald Group Publishing
Release Date : 2015-05-05

Brand Meaning Management written by Naresh K. Malhotra and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-05-05 with Business & Economics categories.

Noted authors discuss how and why consumers identify with and become attached to brands and the challenges marketers face in creating and sustaining these states. Other meaning makers (e.g., celebrities, culture, consumers themselves) can facilitate or detract from the brand meanings marketers aim to create.

Brands

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Author : Adam Arvidsson
language : en
Publisher: Psychology Press
Release Date : 2006

Brands written by Adam Arvidsson and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Business & Economics categories.

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 an important tool for transforming everyday life into economic value.

Branding Masculinity

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Author : Elizabeth C. Hirschman
language : en
Publisher: Routledge
Release Date : 2016-01-22

Branding Masculinity written by Elizabeth C. Hirschman and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-01-22 with Business & Economics categories.

Branding Masculinity examines two ideologies of masculinity – one typifying rural agricultural areas and the other found in urban, business settings. Comparisons are made between these two current forms of masculinity and both similarities and differences are identified. Six product categories compose the Constellation of Masculinity for both groups. Hirschman selects a masculine prototype brand from each category and presents a detailed analysis of the images, language and marketing actions used to create the brand's masculinity over time. Using her method, marketers for other brands will be equipped to enhance the masculine status of their brands, as well. Branding Masculinity proposes that masculine brands are made, not born. Masculinity is an enduring cultural ideal which can be attached to a variety of products and brands by the appropriate use of symbols, icons and images. Scholars from various disciplines within the fields of branding, marketing, public relations and corporate identity will see this book as vital in continuing the academic discourse in the field. It will serve as a respected reference resource for researchers, academics, students and policy makers, alike.

Brand Hacks

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Author : Emmanuel Probst
language : en
Publisher: Simon and Schuster
Release Date : 2021-09-07

Brand Hacks written by Emmanuel Probst and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-07 with Business & Economics categories.

economics;consumer behavior;advertising;branding;brand advertising;advertising campaigns;consumer psychology;marketing;market research;digital marketing;fortune 500;business;business development;business analysis;ipsos;dr emmanuel probst; Every year, brands spend over $560 billion (and counting) to convince us to buy their products. Yet, as consumers we have become insensitive to most advertising. We easily forget brands and may switch to another product on a whim. There are ways for brands to break this cycle. Brands that succeed are the ones that help us find meaning. In this process, the brands become meaningful in and of themselves. Brand Hacks takes you on an exploratory journey, revealing why most advertising campaigns fail and examining the personal, social, and cultural meanings that successful brands bring to consumers’ everyday lives. Most importantly, this book will show you how to use simple brand hacks to create and grow brands that deliver meaning even with a limited budget. Brand Hacks is supported by in-depth research in consumer psychology, interviews with industry-leading marketers, and case studies of meaningful brands, both big and small.

Brand Culture

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Author : Jonathan Schroeder
language : en
Publisher: Routledge
Release Date : 2006-03-27

Brand Culture written by Jonathan Schroeder and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-03-27 with Business & Economics categories.

This fascinating book shows that neither managers nor consumers completely control branding processes – cultural codes constrain how brands work to produce meaning. Placing brands firmly within the context of culture, it investigates these complex foundations. Topics covered include: the role of consumption brand management corporate branding branding ethics the role of advertising. This excellent text includes case studies of iconic international brands such as LEGO, Nokia and Ryanair, and analysis by leading researchers including John M.T. Balmer, Stephen Brown, Mary Jo Hatch, Jean-Noël Kapferer, Majken Schultz, and Richard Elliott. An outstanding collection, it will be a useful resource for all students and scholars interested in brands, consumers and the broader cultural landscape that surrounds them.

Brand Management

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Author : Tilde Heding
language : en
Publisher: Routledge
Release Date : 2008-12-19

Brand Management written by Tilde Heding and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-12-19 with Business & Economics categories.

For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive. This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"

Brand Meaning

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