Brand Meaning

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.Batey, Mark is the author of 'Brand Meaning', published 2008 under ISBN 9780805864557 and ISBN 0805864555.