Exploring the Symbolic Meaning of Brands
Author | : Richard Elliott |
Publisher | : |
Total Pages | : 7 |
Release | : 1994 |
Genre | : |
ISBN | : |
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Author | : Richard Elliott |
Publisher | : |
Total Pages | : 7 |
Release | : 1994 |
Genre | : |
ISBN | : |
Author | : Florian Meisel |
Publisher | : GRIN Verlag |
Total Pages | : 19 |
Release | : 2008-10-07 |
Genre | : Business & Economics |
ISBN | : 3640181182 |
Seminar paper from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2, University of Vienna (Marketing ), course: Special Topics in Fashion and Brand Marketing, language: English, abstract: Increasingly, brands are seen as important in creating individual identity, a sense of achievement and individuality for consumers. It is clear that positioning a brand trough a clear and consistent image building campaign is a cornerstone of brand marketing. It is also evident that certain brand dimensions and associations lead to increased marketplace recognition and economic success for brand owners, as a result the value consumers place on them. Marketers spend millions of dollars each year to identify well defined, strong brand images and to support them. A company’s economic superiority is frequently implied by the strength of its brand name giving it the ability to differentiate itself and improve its competitiveness. (Nykiel, 1997) Park, Jaworski and MacInnis (1986) noted that consumer needs could be classified in functional or symbolic needs. The functional needs are related to specific and practical consumption problems, whereas symbolic needs are related to self image and social identification. (Subodh Bhat, 1998) Therefore they mentioned that all brand should have a “brand concept”, which is an overall abstract meaning that identifies a brand. Also, there are different types of motivations among each individual, and these motivations drives their needs either to be functional or symbolic in nature. Thus, functional needs of consumers could be exploited with a functional brand, one positioned with a functional brand concept. A brand could be also positioned as a “symbolic” brand for consumers who whish to enhance their self image or their social image. (Park, 1991)
Author | : Mark Batey |
Publisher | : Routledge |
Total Pages | : 333 |
Release | : 2015-12-07 |
Genre | : Business & Economics |
ISBN | : 1317558014 |
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.
Author | : Sidney J. Levy |
Publisher | : SAGE |
Total Pages | : 612 |
Release | : 1999-08-11 |
Genre | : Business & Economics |
ISBN | : 9780761916970 |
This volume assembles all Sidney J. Levy's and his collaborators significant essays and studies in the field of marketing. His work includes marketing's role in management, how managers develop products and brands and how the marketplace is studied.
Author | : Adam Arvidsson |
Publisher | : Routledge |
Total Pages | : 177 |
Release | : 2006-04-19 |
Genre | : Business & Economics |
ISBN | : 1134277873 |
Brands are now a dominant feature of everyday life. Drawing on rich empirical material, this book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value.
Author | : Severin Dennhardt |
Publisher | : Springer Science & Business Media |
Total Pages | : 132 |
Release | : 2013-09-24 |
Genre | : Business & Economics |
ISBN | : 3658023503 |
The emergence of social media as one of the driving forces of consumers’ online experiences today also challenges our current understanding on marketing and brand management. The effects of brands’ social media involvement are to this day uncertain. Severin Dennhardt shows that social media and user-generated brands do have a strong influence on brands. Four independent studies demonstrate that first, successful brands can be created in virtual worlds, second, user-generated content drives the creation of unique brands, third social media strongly influences the social value perception of brands, and fourth, social media impacts consumers’ purchase decision process.
Author | : Richard H. Elliott |
Publisher | : Oxford University Press, USA |
Total Pages | : 347 |
Release | : 2015 |
Genre | : Business & Economics |
ISBN | : 0198704208 |
Written by an expert author team, this engaging textbook builds upon the traditional frameworks of brand strategy to analyse the emotional and cultural impact real-world brands have on contemporary consumers.
Author | : Neil Gains |
Publisher | : Kogan Page Publishers |
Total Pages | : 232 |
Release | : 2013-11-03 |
Genre | : Business & Economics |
ISBN | : 074947002X |
Branding has reached a new frontier. In the future, brands will have to appeal to more than one or two of the classic five senses. Branding expert Neil Gains shows both the science and the practical applications of how this can be done, and links symbolism and storytelling to sensory experience in brand marketing. Drawing on the latest research and design thinking Brand esSense shows how brands can link storytelling archetypes and symbolism to customer experience to build a multi-sense phenomenon. This groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory and storytelling scale, analyzing its potential and giving it a clear pathway to optimizing its unique sensory appeal.
Author | : Terry Smith |
Publisher | : Walter de Gruyter GmbH & Co KG |
Total Pages | : 620 |
Release | : 2022-07-05 |
Genre | : Business & Economics |
ISBN | : 3110718634 |
Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies – the development of brands that deliver profi t with purpose, are sustainable, and create mutually benefi cial meaning. It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning–from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.
Author | : Jonathan Schroeder |
Publisher | : Routledge |
Total Pages | : 246 |
Release | : 2006-03-27 |
Genre | : Business & Economics |
ISBN | : 1134252315 |
This fascinating book shows that neither managers nor consumers completely control branding processes – cultural codes constrain how brands work to produce meaning. Placing brands firmly within the context of culture, it investigates these complex foundations. Topics covered include: the role of consumption brand management corporate branding branding ethics the role of advertising. This excellent text includes case studies of iconic international brands such as LEGO, Nokia and Ryanair, and analysis by leading researchers including John M.T. Balmer, Stephen Brown, Mary Jo Hatch, Jean-Noël Kapferer, Majken Schultz, and Richard Elliott. An outstanding collection, it will be a useful resource for all students and scholars interested in brands, consumers and the broader cultural landscape that surrounds them.