Brand Meaning

Author : Mark Batey
Publisher : Routledge
ISBN 13 : 1317558014
Total Pages : 324 pages
Book Rating : 4.19/5 ( download)

DOWNLOAD NOW!

Download or read book Brand Meaning written by Mark Batey and published by Routledge. This book was released on 2015-12-07 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Adam Arvidsson
Publisher : Routledge
ISBN 13 : 1134277873
Total Pages : 177 pages
Book Rating : 4.72/5 ( download)

DOWNLOAD NOW!

Download or read book Brands written by Adam Arvidsson and published by Routledge. This book was released on 2006-04-19 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drawing on rich empirical material, this revealing book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value. When branding lifestyles or value complexes onto their products, companies assume that consumers desire products for their ability to give meaning to their lives. Yet, brands also have a key function within managerial strategy. Examining the history of audience and market research, marketing thought and advertising strategy; the first part of this book traces the historical development of branding, whilst the second part evaluates new media, contemporary management and overall media economics to present the first systematic theory of brands: the brand as a key institution in information capitalism. It includes chapters on: consumption marketing brand management online branding the brand as informational capital. Richly illustrated with case studies from market research, advertising, shop displays, mobile phones, the internet and virtual companies, this outstanding book is essential reading for students and researchers of the sociology of media, cultural studies, advertising and consumer studies and marketing.

Author : Emmanuel Probst
Publisher : Simon and Schuster
ISBN 13 : 1576878023
Total Pages : 242 pages
Book Rating : 4.26/5 ( download)

DOWNLOAD NOW!

Download or read book Brand Hacks written by Emmanuel Probst and published by Simon and Schuster. This book was released on 2021-09-07 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Mark Batey
Publisher : Routledge
ISBN 13 : 1317558022
Total Pages : 230 pages
Book Rating : 4.26/5 ( download)

DOWNLOAD NOW!

Download or read book Brand Meaning written by Mark Batey and published by Routledge. This book was released on 2015-12-07 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Naresh K. Malhotra
Publisher : Emerald Group Publishing
ISBN 13 : 178441932X
Total Pages : 338 pages
Book Rating : 4.25/5 ( download)

DOWNLOAD NOW!

Download or read book Brand Meaning Management written by Naresh K. Malhotra and published by Emerald Group Publishing. This book was released on 2015-05-05 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Elizabeth C. Hirschman
Publisher : Routledge
ISBN 13 : 1317386051
Total Pages : 135 pages
Book Rating : 4.56/5 ( download)

DOWNLOAD NOW!

Download or read book Branding Masculinity written by Elizabeth C. Hirschman and published by Routledge. This book was released on 2016-01-22 with total page 135 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author :
Publisher : Emerald Group Publishing
ISBN 13 : 1784419311
Total Pages : 344 pages
Book Rating : 4.18/5 ( download)

DOWNLOAD NOW!

Download or read book Brand Meaning Management written by and published by Emerald Group Publishing. This book was released on 2015-05-05 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Mark Batey
Publisher : Psychology Press
ISBN 13 : 9780203809938
Total Pages : 265 pages
Book Rating : 4.39/5 ( download)

DOWNLOAD NOW!

Download or read book Brand Meaning written by Mark Batey and published by Psychology Press. This book was released on 2012 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Kevin Budelmann
Publisher : Rockport Publishers
ISBN 13 : 1631597094
Total Pages : 235 pages
Book Rating : 4.91/5 ( download)

DOWNLOAD NOW!

Download or read book Brand Identity Essentials, Revised and Expanded written by Kevin Budelmann and published by Rockport Publishers. This book was released on 2019-04-16 with total page 235 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Identity Essentials, Revised and Expanded outlines and demonstrates basic logo and branding design guidelines and rules through 100 principles. These include the elements of a successful graphic identity, identity programs and brand identity, and all the various strategies and elements involved. A company's identity encompasses far more than just its logo. Identity is crucial to establishing the public's perception of a company, its products, and its effectiveness—and it's the designer's job to envision the brand and create what the public sees. Brand Identity Essentials, a classic design reference now updated and expanded, lays a foundation for brand building, illustrating the construction of strong brands through examples of world-class design. Topics include: A Sense of Place, Cultural Symbols, Logos as Storytellers, What is "On Brand?", Brand Psychology, Building an Online Identity, Managing Multiple Brands, Owning an Aesthetic, Logo Lifecycles, Programs That Stand Out, Promising Something, and Honesty is Sustainable The new, revised edition expands each of the categories, descriptions, and selections of images, and incorporates emergent themes in digital design and delivery that have developed since the book first appeared. Brand Identity Essentials is a must-have reference for budding design professionals and established designers alike.

Author : Mark Batey
Publisher :
ISBN 13 : 9781315733456
Total Pages : pages
Book Rating : 4.55/5 ( download)

DOWNLOAD NOW!

Download or read book Brand Meaning written by Mark Batey and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: