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Brand Meaning 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Mark Batey 作者

Routledge

译者

2008-02-28 出版日期

280 页数

USD 29.95 价格

Paperback

丛书系列

9780805864557 图书编码

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发表于2024-12-25

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Brand Meaning 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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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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