Brand Meaning

Brand Meaning

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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… (more)

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Book Details  


Publisher: Psychology Press (March 12, 2012)

Format: EPUB

File size: 1.7 MB

Protection: DRM

Language: English


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