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Brand Meaning 1st Edition

5.0 out of 5 stars 14 customer reviews
ISBN-13: 978-0805864557
ISBN-10: 0805864555
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Editorial Reviews

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"A most thought-full book. Must reading for everyone who studies or manages brands. It is well reasoned and very practical." - Gerald Zaltman, Professor of Marketing, Harvard Business School

"A thorough, wide-ranging book, which nicely integrates major theories and concepts of consumer behavior from the distinctive viewpoint of brand meaning." - Bernd Schmitt, Professor of International Business, Columbia Business School, New York.

"For any Brand Manager or related brand developer, this book is a fantastic read in which one can readily access and benefit from Batey’s years of intimate experience and profound understanding of what makes a brand resonate. While the first part of the book expounds on the human element behind brands and brand motivation, the latter half shows how to put this depth of study into action…Read it and apply it. It is spot on." –D. Comeau, Marketer (Miami)

"Brand Meaning represents an important contribution to the marketing literature on brands." - Allan J. Kimmel, Marketing at ESCP-EAP, European School of Management, Paris.

"This is without a doubt one of the best written books on brands for many years. As someone who has worked in the field- on the agency and client sides- for 25 years, I can honestly say I have not encountered anything better. It is written with great clarity of thought and impressive efficiency. At last a book which brings true depth to this area and one that puts its subject matter front center, not its author’s ego." –Michael Collins, brand communication director

"Amazing book. Astonishing example of branding knowledge. Mark Batey presents a book that he might have also called: Brand Bible. These 250 pages consist of chapters that cover branding discipline par excellence. There are no unnecessary sentences, no unnecessary details, no unnecessary stories, and no unnecessary anecdotes. Purely scientific knowledge. This book is definitely not for everyone. It is not a typical mass-market branding book that is using easy-to-grasp language. The author exploits the authentic branding ‘vernacular’. This book really stands out." –Bartolomeo Rafael Bialas, a PhD scholar and brand consultant

 

 


 

About the Author

Mark Batey is a brand consultant, trainer, conference speaker, visiting professor and author. 

A language graduate of Oxford University, he has worked in England, Central Europe, Latin America and the United States. He spent 25 years with major international advertising agencies, handling the brands of companies such as Coca-Cola, Unilever, Nestlé and Mondeléz International/Kraft Foods. He led many award-winning campaigns, above all for marketing effectiveness. 

His book Brand Meaning explores how people find and create meaning in brands. The book has been translated in Brazilian Portuguese, Spanish, Chinese (2015), and recently published in India (2014). He also has a chapter, on creating meaningful brands, in the just released The Definitive Book of Branding, an edited volume which features contributions from international brand commentators like Al Ries and Kevin Roberts. 
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Product Details

  • Paperback: 280 pages
  • Publisher: Routledge; 1 edition (March 1, 2008)
  • Language: English
  • ISBN-10: 0805864555
  • ISBN-13: 978-0805864557
  • Product Dimensions: 9.1 x 6 x 0.6 inches
  • Shipping Weight: 9.6 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (14 customer reviews)
  • Amazon Best Sellers Rank: #1,394,239 in Books (See Top 100 in Books)

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Top Customer Reviews

By Alice K. Sylvester on April 4, 2008
Format: Paperback Verified Purchase
As an account planner with over 25 years' agency experience I have to say that this book feels like an important book on branding - maybe as important as David Aaker's book was in the late 1990s. It begins with a strong theoretical foundation, and includes all the most important classic and emerging research on branding. Batey spends a lot of time exploring the fundamental topic of human motivation and why we seek meaning. He highlights the needs and value systems that drive behavior -- he even has a cool chapter on "the meaning of things" which addresses how objects can come to be endowed with symbolic meaning in the first place.

But the book also has a very practical side - there are chapters on brand meaning in brand strategy (in fact, Batey encourages readers to think of brand management as brand meaning management)and his work on brand extensions, portfolio management and architecture is very applicable to our day-to-day situations as agency people.

I think Batey's greatest contribution to branding theory, though, comes in what he calls "implicit brand meaning" which is different from primary brand meaning - it's the meaning that taps into deep universal truths and cultural values, the meaning that transcends categories and product qualities. Batey calls it the "psychic resonance" of the brand, and includes lots of ideas on how to identify and manage implicit brand meaning.

If the book has a drawback, it comes in the density of the topic. It's chocked full of insights and thoughts. It's less skim-able than it might be, but it sure is underline-able once you get into it. You'll want to read it with pen in hand.
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Format: Hardcover
Batey's Brand Meaning is indeed an insightful crossover from concept to practice. Having myself spent over 20 years building on the emotional opportunities that potentially exist within consumers' imprint of a brand, it is clear to me that Batey is able to penetrate past the rational existence of brands and to uncover the true " raison d' etre" of many of our favorite brands.

For any Brand Manager or related brand developer, this book is a fantastic read in which one can readily access and benefit from Batey's years of intimate experience and profound understanding of what makes a brand resonate . While the first part of the book expounds on the human element behind brands and brand motivation, the latter half shows how to put this depth of study into action. Batey takes in Brand Strategy and delivers on the evolution of brands in a highly relevant manner for today's marketer. His segment on communication and the protagonistic role your brand can and should take is of particular value and application.

Read it and apply it. It is spot on.
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Format: Paperback Verified Purchase
Great book. If you work in a field that involves the high-level management of brands, I believe this is a must read.

I particularly like how well thought-out and researched this book is. Instead of the subjective opinions and light substantiation of many books in the realm of business and marketing, this book is clearly the result of a very thoughtful survey of a huge amount of recent and relevant research in fields including psychology, sociology, anthropology and others. The author has combined this research with his broad experience actually practicing brand management into some very solid thinking that I found truly useful.

The first sections on why humans need meaning, perception and symbolism are great. They bring in a ton of research and literature to support and clarify the author's ideas which are solid, with some real new thinking in the mix. The rest of the book is a "theory in practice" section with many fresh case studies I haven't read in other marketing books, and some good practical advice.

The only fault I found with the book is that it's written using quite formal language, which can make it a little thick to get through at times.

As you can probably sense, this is not the book for you if you want a little light, weekend reading on the subject of brands. But if you work in or around the field or plan to, I believe this is a truly important book to read.
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Format: Paperback
Batey understands that branding is too important to kiss-off with a flimsy book. This may be the first book to get to the soul of a brand. It is an amazing achievement.

Bob Neuman, Creative Director DRAFTFCB and steward of Oreo International Branding.
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Format: Paperback
Whether you work with brands, study them, or are just interested in what constitutes a brand, this book is a must read. It is very well structured, and the earlier chapters, on Human Motivation, Perception and the Meaning of Things, are fascinating as a backdrop to Batey's solid ideas on how meaning gets into and is drawn from products and brands.
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Format: Paperback Verified Purchase
Brand Meaning is worth a read for a number of reasons. Firstly because Batey accentuates the trickiest part of branding: how can an inconspicuous brand become a meaningful iconic brand? Although he does not provide any golden tips, he does describe the things to take into account, and what you need to know. A second reason to read this book is for its sound scientific underpinning, which does not only draw on the latest literature and research on the subject. For many of the subjects he covers, Batey provides descriptions of their historical background (of values, for examples), thus not slipping into descriptions or predictions of what could possibly become fleeting trends in the long term. A third reason for picking up this book is that Batey contextualizes the concept 'brand meaning'. That means he does not only deal with brands' psychology, but also brands' financial value, and brand stretching.

Brand Meaning is made up of eight chapters. Batey starts off with an essay on the financial value of brands, and then moves on to the mental world a brand exists in. In the second chapter he zooms in on motivation; why and how people look for meaning in things (i.e. brands). This chapter is a must read for any self-respecting brand manager; if only as a way of going over all relevant interesting information again. In this chapter, Batey discusses subjects such as the relationship between human needs and the benefits brands can provide, values (including the Schwartz Value System used by social psychologists and anthropologists), means-end theory, emotion, and the role brands play in the shaping of people's self-image. Batey wraps this chapter up with an extensive description of the twelve archetypes and their relation to brands.
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