Brand Meaning e-bog
436,85 DKK
(inkl. moms 546,06 DKK)
This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experience with leading international companies to propose a compelling framework for the conscious and unconscious ways in which people connect with products and brands. Revised and updated, it contains contemporary as well as classic example...
E-bog
436,85 DKK
Forlag
Routledge
Udgivet
7 december 2015
Længde
230 sider
Genrer
Occupational and industrial psychology
Sprog
English
Format
epub
Beskyttelse
LCP
ISBN
9781317558019
This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experience with leading international companies to propose a compelling framework for the conscious and unconscious ways in which people connect with products and brands. Revised and updated, it contains contemporary as well as classic examples of brand meaning in practice from various countries, and expands on the theory, methods and applications of brand meaning. The book's multidisciplinary approach and concise yet comprehensive content makes it an ideal supplemental reader for undergraduate, graduate, and MBA courses, as well as valuable reading for practitioners in the fields of marketing, advertising and consumer research.For more information, visit www.brandmeaning.com.