Brand meaning
Auteur :
Batey, Mark
Éditeur :
Batey, Mark
ISBN :
9780805864557
Date de publication :
17 avr. 2008
Dimensions :
22,9 x 15,2 x 1,5 cm
Poids :
408 g
Format :
B-format paperback
Langue :
Anglais
Pays d'origine :
USA
Brands allow marketers to add meaning to products and services, but it is consumers who ultimately determine what a brand means. This book looks at how consumers find and create meaning in brands. It explores the fundamental conscious and unconscious elements that connect people with products and brands.