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Brand meaning : meaning, myth and mystique in today's brands

Author: Mark Batey
Publisher: New York, NY : Routledge, 2016.
Edition/Format:   Print book : English : Second editionView all editions and formats
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Document Type: Book
All Authors / Contributors: Mark Batey
ISBN: 9781138839410 1138839418 9781138839427 1138839426
OCLC Number: 898925924
Description: xiv, 214 pages ; 23 cm
Contents: About brands --
Human motivation: how and why we seek meaning --
Perception --
The meaning of things --
Brand meaning --
Brand meaning in practice --
The evolution of brand meaning --
Brand story.
Responsibility: Mark Batey.

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"Mark Batey offers an incredibly comprehensive and perceptive examination of the critical subject of brand meaning that illuminates, inspires and amply rewards the reader for every minute spent." Read more...

 
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