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Batey Mark

Brand meaning - London Routledge 2008 - 257p xiii

Table of contents
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

ISBN: 9780805864557

Subjects--Topical Terms:
1. Branding - Marketing 2. Product Management

Dewey Class. No.: 658.800000 / BAT