Brand Meaning

Brands allow marketers to add meaning to products and services, but it is consumers who ultimately determine what a brand means. This book looks at how consumers find and create meaning in brands. It explores the fundamental conscious and unconscious elements that connect people with products and br [...]
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Brands allow marketers to add meaning to products and services, but it is consumers who ultimately determine what a brand means. This book looks at how consumers find and create meaning in brands. It explores the fundamental conscious and unconscious elements that connect people with products and brands.