This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experi

Noted authors discuss how and why consumers identify with and become attached to brands and the challenges marketers face in creating and sustaining these state

For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition

For more than three decades it has been argued that the brand is an important value creator and should be a top management priority. However, the definition of

Brands are now a dominant feature of everyday life. Drawing on rich empirical material, this book builds up a critical theory, arguing that brands have become a