Brand meaning : meaning, myth and mystique in today's brands / Mark Batey.
Saved in:
| Online Access: |
Full Text (via Taylor & Francis) |
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| Main Author: | |
| Format: | eBook |
| Language: | English |
| Published: |
London :
Routledge,
2015.
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| Edition: | Second edition. |
| Subjects: |
Table of Contents:
- Cover; Title; Copyright; Dedication; CONTENTS; Preface; Introduction; 1 About Brands; 2 Human Motivation: How and Why We Seek Meaning; 3 Perception; 4 The Meaning of Things; 5 Brand Meaning; 6 Brand Meaning in Practice; 7 The Evolution of Brand Meaning; 8 Brand Story; References; Credits; Name Index; Subject Index.