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Usually ships in 1 business days | | Only 3 left in stock, order soon! | | | | | | 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 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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| | Product Details | | Author: | Mark Batey | | Paperback: | 280 pages | | Publisher: | Routledge | | Publication Date: | March 01, 2008 | | Language: | English | | ISBN: | 0805864555 | | Product Width: | 149.75 centimeters | | Product Height: | 226.75 centimeters | | Product Weight: | 0.85 pounds | | Package Length: | 8.9 inches | | Package Width: | 5.9 inches | | Package Height: | 0.8 inches | | Package Weight: | 0.6 pounds | | Average Customer Rating: |  based on 12 reviews |
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| | Customer Reviews | Average Customer Review: ( 12 customer reviews )
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Most Helpful Customer Reviews
11 of 11 found the following review helpful:
Strong & Insightful Apr 04, 2008
By Alice K. Sylvester
As an account planner with over 25 years' agency experience I have to say that this book feels like an important book on branding - maybe as important as David Aaker's book was in the late 1990s. It begins with a strong theoretical foundation, and includes all the most important classic and emerging research on branding. Batey spends a lot of time exploring the fundamental topic of human motivation and why we seek meaning. He highlights the needs and value systems that drive behavior -- he even has a cool chapter on "the meaning of things" which addresses how objects can come to be endowed with symbolic meaning in the first place.
But the book also has a very practical side - there are chapters on brand meaning in brand strategy (in fact, Batey encourages readers to think of brand management as brand meaning management)and his work on brand extensions, portfolio management and architecture is very applicable to our day-to-day situations as agency people.
I think Batey's greatest contribution to branding theory, though, comes in what he calls "implicit brand meaning" which is different from primary brand meaning - it's the meaning that taps into deep universal truths and cultural values, the meaning that transcends categories and product qualities. Batey calls it the "psychic resonance" of the brand, and includes lots of ideas on how to identify and manage implicit brand meaning.
If the book has a drawback, it comes in the density of the topic. It's chocked full of insights and thoughts. It's less skim-able than it might be, but it sure is underline-able once you get into it. You'll want to read it with pen in hand.
8 of 8 found the following review helpful:
Brand Meaning Applies May 29, 2008
By D. Comeau
Batey's Brand Meaning is indeed an insightful crossover from concept to practice. Having myself spent over 20 years building on the emotional opportunities that potentially exist within consumers' imprint of a brand, it is clear to me that Batey is able to penetrate past the rational existence of brands and to uncover the true " raison d' etre" of many of our favorite brands.
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. Batey takes in Brand Strategy and delivers on the evolution of brands in a highly relevant manner for today's marketer. His segment on communication and the protagonistic role your brand can and should take is of particular value and application.
Read it and apply it. It is spot on.
7 of 7 found the following review helpful:
Understand brands like you never did before Jul 12, 2008
By Atticus
"TheArrow"
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.
7 of 7 found the following review helpful:
The Brand Manager's new bible Jul 08, 2008
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.
7 of 7 found the following review helpful:
Great Thinking on Brands - Very Thoughtfully Researched Jun 07, 2008
By R. Mclean
"rosco"
Great book. If you work in a field that involves the high-level management of brands, I believe this is a must read.
I particularly like how well thought-out and researched this book is. Instead of the subjective opinions and light substantiation of many books in the realm of business and marketing, this book is clearly the result of a very thoughtful survey of a huge amount of recent and relevant research in fields including psychology, sociology, anthropology and others. The author has combined this research with his broad experience actually practicing brand management into some very solid thinking that I found truly useful.
The first sections on why humans need meaning, perception and symbolism are great. They bring in a ton of research and literature to support and clarify the author's ideas which are solid, with some real new thinking in the mix. The rest of the book is a "theory in practice" section with many fresh case studies I haven't read in other marketing books, and some good practical advice.
The only fault I found with the book is that it's written using quite formal language, which can make it a little thick to get through at times.
As you can probably sense, this is not the book for you if you want a little light, weekend reading on the subject of brands. But if you work in or around the field or plan to, I believe this is a truly important book to read.
See all 12 customer reviews on Amazon.com
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