"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
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.