Brand Meaning

Brand Meaning

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Brand Meaning

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        Brand MeaningHow 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.

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Understand brands like you never did before by Atticus
A thorough, insightful and well-written book by an advertising veteran who brings fresh thinking on brands. Brands take on meaning in people’s minds, and in our socio-cultural environment. As the author demonstrates, in the post-modern world it is people who confer values on brands rather than the other way round.
The book is very well structured. It begins with the individual - the individual’s needs, emotions, values, yearnings. Next it considers how people perceive the world around them. It then considers how we find meaning in things - objects, be they consumer objects or the ordinary, personal objects that we accumulate. All this is an essential backdrop for understanding how brands assume and provide meaning, which forms the basis of the remaining chapters.
An excellent book.

Truly insightful by Reynol Dominguez
Whether you work with brands, study them, or are just interested in what constitutes a brand, this book is a must read. It is very well structured, and the earlier chapters, on Human Motivation, Perception and the Meaning of Things, are fascinating as a backdrop to Batey’s solid ideas on how meaning gets into and is drawn from products and brands.

FIRST TRULY SCIENTIFIC BOOK ON BRANDING by BARTOLOMEO RAFAEL BIALAS
Mark Batey demystifies the magic of branding. This is extremely well-informed and engagingly written book. I dare to call this book the first truly scientific book on branding. The author provides a unique and perfect blend of scientific analysis and savvy description of the brand-building process. Unlike many other branding books I’ve encountered, this book gives complete explanation and answer to the ultimate question, “How to create enduring and successful brands?” This book provides an invaluable recourse for academic scholars, brand managers, CEO’s, and everyone involved in improving and guarding a brand. As a brand consultant and a PhD scholar I find this book essential and fundamental for my work. I would also like to emphasize the significance of chapter 5 of this book. Batey deciphers elaborate structures of psychological meaning of brands.

Mastering the brand knoweledge to succeed in delegating brand management by Tito Favino
In a world where consumers more and more are taking control and ownership over the brands and where company needs to learn how to delegate the brands management, going back and dissect the role and the meaning of them is always a useful exercise.
This book seems to provide a ’state-of-the-art’ knoweledge on branding. Well thought and well researched it helps to navigate the realm of notions and discoveries that is slowly unveiling the fascinating world behind brands. A ‘must to read’ for passionate about marketing and advertising.

The Brand Manager’s new bible by Robert J. Neuman
Batey understands that branding is too important to kiss-off with a flimsy book. This may be the first book to get to the soul of a brand. It is an amazing achievement.

Bob Neuman, Creative Director DRAFTFCB and steward of Oreo International Branding.

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Published in: on June 25, 2009 at 5:49 pm


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