BRAND MEANING – SECOND EDITION
Meaning, Myth, and Mystique in Today’s Brands
WHAT PEOPLE ARE SAYING
About the Book
Since its publication in 2008 Brand Meaning has been a sought-after text by marketing professionals, business schools and universities. It has been translated in several languages.
Completely revised and updated by the author, this second edition of the book contains contemporary as well as classic examples of brand meaning in practice from various countries. Much new material is introduced, expanding on the theory and applications of brand meaning.
In Brand Meaning, Second Edition: Meaning, Myth and Mystique in Today’s Brands Mark Batey draws on his experience with leading international companies to explain the conscious and unconscious ways in which people connect with products and brands.
PRAISE FOR BRAND MEANING 2ND EDITION
ABOUT THE AUTHOR
Mark Batey, a language graduate of Oxford University, has spent his career working with leading international advertising agencies, and as an independent brand consultant. He is also a visiting professor at various business schools and universities. He has lived and worked in the United Kingdom, Central Europe, Latin America and the United States. Among the companies he has advised are Coca-Cola, Unilever, Nestlé, Kraft Foods, Mondeléz International, Diplomático Rum, and SABMiller.
QUOTES FROM THE BOOK
Mark Batey, Routledge “Author of the Month”
Mark Batey, author of Brand Meaning, Second Edition, is the Routledge Psychology Author of the Month for December! Read the exclusive interview and learn more about his fantastic new edition!
Book Chapters
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
Translations
Brand Meaning has been translated in several languages, including Spanish, Chinese and Brazilian Portuguese, and has been released as a special edition in India.
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SOME BRANDS FEATURED IN THE BOOK
With the UK only slowly emerging from recession in the mid ‘70s, and tap water seen as perfectly adequate, things didn’t bode well for Perrier’s new ad campaign for its sparkling mineral water…..
Drawing on 600 years of Polish vodka making tradition, Belvedere blazed a trail in the super-premium spirits market. What was the key?
Read how L’Occitane offers a poetic vision of Provence, and manages to evoke the brand’s rustic, artisanal roots in the French countryside.
Could Fiat recapture the essence of an Italian cultural icon from yesteryear, while remaining authentic to its original style and personality?
Learn how Sephora exploited a classic gap in the market and provided one of the best cases of brand experience in recent years.
Packaging is both a medium and a touch point. Read how, through its packaging, Bonne Maman not only tells its brand story – but also creates a perfect brand meaning loop!
Take a peek behind Ferrari’s brand mystique.
Sometimes a brand’s own history and the heritage associated with it may be a significant source of its meaning for consumers.
The timeless steamer trunk has remained the thematic centerpiece of Louis Vuitton since the mid-19th century. Discover more about this storied brand.
How does a Mexican beer brand more than double its sales in 5 years to over 15 million cases at a time when the import beer category was declining?
Read how, by calling into question conventional category wisdom, Persil/Omo unlocked impressive sales potential.
Learn how the Pampers brand provides an example of rediscovering
Read how Gillette was rescued from the brink of commoditization, and discover some of the meanings behind the brand.
A recent multisensory campaign for Dunkin’ Donuts led to a sales increase of 29%. How did the campaign work?
Learn how the substance of the Evian story derives from the narrative elements of time and place.
Discover what’s behind the mythology of the Marlboro brand.
Think the reason why Kodak has become a blurry image of its former self is simply “technology”? Think again.
What are the meanings behind the famous FedEx arrow, and how did they help make the brand synonymous with “overnight delivery”?
From its ground-breaking counter-cultural campaign to its Dove Men+Care launch, this brand provides many lessons – and a few questions.
How did P&G set about restaging Old Spice after acquiring it in 1990?
Naming decisions can be complex, and involve questions about brand architecture and hierarchy. Would “Scotch Sticky Notes” work? How about “Press ‘n’ Peel”? Learn how 3M settled on settled on Post-it® (Brand).
While protection may be a property of Pennzoil, would research show that it defines the brand in the public perception?
Brand meaning can shift and evolve with the passage of time. The UK’s Lucozade brand provides a classic case study in brand meaning management.
WHAT’S NEW?
How is the 2nd Edition different from the 1st? If you’ve read the 1st Edition of Brand Meaning, you’ll love the 2nd Edition. While maintaining the same, well-received structure as the original book, the 2nd Edition contains some 35-40% new material. It also has more case studies and examples. Many are from the last ten years or so, and are taken from a number of different countries. The subjects of myth and mystique are introduced in the book as they underpin the success and attraction of some notable brands. Among the other new topics covered are heuristics, audio branding and brand purpose. There is a completely new chapter on brand story. And much more…
WHO’S IT FOR?
The book’s multidisciplinary approach and concise yet comprehensive content makes it ideal for undergraduate, graduate, and MBA courses, as well as valuable reading for practitioners in the fields of marketing, advertising and consumer research.
SOME BRANDS FEATURED IN THE BOOK