"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, Interbrandshow more