Brand Meaning

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. -Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business Today, gone are the oversimplifying concepts of brand positioning or brand as a sum of attributes. Rather, brands are to be managed as a kernel of meanings. This is the essential contribution of this excellent book -Jean-Noel Kapferer, internationally renowned expert on branding and professor at HEC Paris A valuable resource for all who study or manage brands. -John Quelch, Charles Edward Wilson Professor of Business Administration at Harvard Business School From metrics to myth, I don't know of a better book on this subject. -Michael Burke, Chairman and CEO, Louis Vuitton This book offers timely insights as people demand meaningful brands that can become a part of their lives by delivering real personal, social and environmental benefit - helping them to stand up for what they believe in and defend what's important to them. -Paul Polman, CEO, Unilever This second edition of Batey's original book offers a perfect blend of the theory and practice of brand meaning. It includes a wealth of insightful examples. Highly recommended. -Bernd Schmitt, Professor, Columbia Business School Batey's new book provides brand meaning theory and best practice, but above all it influences its readers with inspiration; inspiration about best brands, their story and perception. An absolute must read for professional and personal enrichment. Gonzalo Brujo, CEO, EMEA & LatAm, Interbrand