Brand meaning
| Main Author: | |
|---|---|
| Format: | Electronic |
| Language: | English |
| Published: |
New York :
Routledge,
c2008.
|
| Subjects: | |
| Online Access: | ebrary ebrary View fulltext via EzAccess MyiLibrary |
Table of Contents:
- Introduction
- About brands
- Human motivation: how and why we seek meaning
- Perception
- The meaning of things
- Brand meaning: definitions and directions
- Brand meaning and brand strategy
- The evolution of brand meaning
- Brand communication.