Brand meaning
Subtitle: meaning, myth and mystique in today's brands
By: Mark Batey
Edition: Second edition.
Published: 2016
Language: eng
Number of pages: 214
ISBN-13: 9781138839410; 9781138839427
Subjects: Product management; Branding (Marketing)
Notes: Includes bibliographical references and indexes.
Table of contents: title: About brands; title: Human motivation: how and why we seek meaning; title: Perception; title: The meaning of things; title: Brand meaning; title: Brand meaning in practice; title: The evolution of brand meaning; title: Brand story.