Brand Meaning seeks to answer one of the most pressing issues in marketing today: How does meaning become attached to brands? Psychologist, semiotics expert, and marketing consultant Mark Batey draws on his experience working with leading international companies, proposing a compelling framework...
To Be Published October 14th 2015 by Psychology Press
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...
Published February 27th 2008 by Psychology Press