Brand meaning : meaning, myth and mystique in today's brands /

Batey, Mark,

Brand meaning : meaning, myth and mystique in today's brands / Mark Batey. - Second edition. - xiv, 214 pages ; 23 cm

Includes bibliographical references and indexes.

About brands -- Human motivation: how and why we seek meaning -- Perception -- The meaning of things -- Brand meaning -- Brand meaning in practice -- The evolution of brand meaning -- Brand story.

9781138839410 1138839418 9781138839427 1138839426


Branding (Marketing)
Product management.

HF5415.1255 / .B39 2016