- 出版社: Psychology Press; 1 (2008年3月30日)
- 精装: 280页
- 语种： 英语
- ISBN: 0805864547
- 条形码: 9780805864540
- 商品尺寸: 15.9 x 1.9 x 22.9 cm
- 商品重量: 499 g
- ASIN: 0805864547
- 用户评分: 分享我的评价
Brand Meaning (英语) 精装书 – 2008年3月30日
"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
Mark Batey, a language graduate of Oxford University, has spent his career with leading international advertising agencies, working in areas as diverse as the United Kingdom, Central Europe, Latin America and the United States. His clients have included Coca-Cola, Unilever, Nestle and Kraft Foods.
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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.
Batey manages to relate people to brands in new ways joining the dots between physical product, consumer experience, cultural background and human motivation, that gear up into a new perspective on what brands mean, and why and how they mean what they mean. Psychology, sociology and anthropoly blend with his own experience in branding and advertising, producing a text that goes much deeper than other respectful authors of the likes of Ries or Aaker. It may be a bit dense for starters in the subject, but is very thought-provocative for those who are already introduced into the basics of brand management and is, for example, a must read for my MBA students.
It is often said that brands exist in consumers heads. If you really want to understand what lies underneath the statement you must read this book.
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.
Chapter 3 of Brand Meaning is about perception, and in particular how specific cues can influence and/or steer our observations. Batey deals with all sensory systems at length here (visual, auditive, taste, scent and touch), and even describes a method of how brands can target these cues. Chapter 4 deals with the meaning of things, with concepts and theories such as connotation, denotation, semiotics, tangible and intangible qualities, and symbolic meaning reviewed. Chapter 5 goes on to focus on the meaning of brands, linking associations and meanings. This is where Batey distinguishes between primary and implicit brand meaning (with the latter being more subconscious, and shaped by an archetype, for example). Although the book has a strong theoretic grounding, Batey always manages to come up with applicable practical implications.
In Chapter 6, Batey bridges the gap between brand meaning and branding strategy. He does so by, for example, looking at the implications for brand extensions, but also by homing in on the effects of brand extension on brand meaning. The motto of Chapter 7 is captured by a Good Year quote: `brands start off as labels on products and end up as icons of meaning'. In other words, this chapter focuses on the evolution of brand meaning. Batey finishes his book with a chapter on brand communication and how this can contribute to the creation and maintaining of brand meaning.
Seeing as Batey does not come from the world of marketing, but still worked in advertising for years, he provides insight into this world through the eyes of a `relative outsider'. Every now and then, this yields very refreshing insights. Some examples of Batey's unorthodox remarks:
* 'Though companies create brand identities, people create brand meaning'.
* 'Meaning is at the heart of consumer behaviour'.
* 'Actual self + Brand = Ideal self'.
And finally: `According to the Henley Centre in the United Kingdom (1999), consumers place far more trust in the Kellogg's brand than they do in members of Parliament'.