Brand meaning management

• Other Authors: MacInnis, Deborah J., Park, C. Whan
• Format: Electronic eBook
• Language: English
• Published: Bingley, U.K. : Emerald, 2015.
• Series: Review of marketing research, v. 12
• Subjects: Business & Economics > Marketing > Research.; Market research.; Brand name products.

Establishing, expanding and leveraging brand meaning is critically important yet exceedingly complex. Successful brand meaning management is foundational to both brand differentiation and to outcomes like brand identification and brand attachment. Yet, managing this meaning over time is complex. Not...