By Mark Batey
Psychology Press – 2008 – 280 pages
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 Meaningtakes 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.
"A most thought-full book. Must reading for everyone who studies or manages brands. It is well reasoned and very practical." - Gerald Zaltman, Professor of Marketing, Harvard Business School
"A thorough, wide-ranging book, which nicely integrates major theories and concepts of consumer behavior from the distinctive viewpoint of brand meaning." - Bernd Schmitt, Professor of International Business, Columbia Business School, New York.
"For any Brand Manager or related brand developer, this book is a fantastic read in which one can readily access and benefit from Batey’s years of intimate experience and profound understanding of what makes a brand resonate. While the first part of the book expounds on the human element behind brands and brand motivation, the latter half shows how to put this depth of study into action…Read it and apply it. It is spot on." –D. Comeau, Marketer (Miami)
"Brand Meaning represents an important contribution to the marketing literature on brands." - Allan J. Kimmel, Marketing at ESCP-EAP, European School of Management, Paris.
"This is without a doubt one of the best written books on brands for many years. As someone who has worked in the field- on the agency and client sides- for 25 years, I can honestly say I have not encountered anything better. It is written with great clarity of thought and impressive efficiency. At last a book which brings true depth to this area and one that puts its subject matter front center, not its author’s ego." –Michael Collins, brand communication director
"Amazing book. Astonishing example of branding knowledge. Mark Batey presents a book that he might have also called: Brand Bible. These 250 pages consist of chapters that cover branding discipline par excellence. There are no unnecessary sentences, no unnecessary details, no unnecessary stories, and no unnecessary anecdotes. Purely scientific knowledge. This book is definitely not for everyone. It is not a typical mass-market branding book that is using easy-to-grasp language. The author exploits the authentic branding ‘vernacular’. This book really stands out." –Bartolomeo Rafael Bialas, a PhD scholar and brand consultant
Introduction 1. About Brands 2. Human Motivation: How and Why We Seek Meaning 3. Perception 4. The Meaning of Things 5. Brand Meaning: Definition and Directions 6. Brand Meaning and Brand Strategy 7. The Evolution of Brand Meaning 8. Brand Communication. Appendix 1. Appendix 2
Mark Batey, a language graduate of Oxford University, has spent his career with leading international advertising agencies, working in areas as diverse as the United Kingdom, Central Europe, Latin America and the United States. His clients have included Coca-Cola, Unilever, Nestlé and Kraft Foods.