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1-2 of 2 results for Author: mark batey (sorted by Publication Date, showing all)
  1. Brand Meaning

    2nd Edition

    By Mark Batey

    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

  2. Brand Meaning

    By Mark Batey, Mark Batey

    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

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