Speed read: Brand Meaning

This short article looks at Mark Batey's 'Brand Meaning', which takes a holistic look at how consumers find and create meaning in brands, and explores the fundamental elements that connect people with products.

Speed read: Brand Meaning

Sussana Simpson

This book takes a comprehensive and holistic look at how consumers find and create meaning in brands. It explores the fundamental conscious and unconscious elements that connect people with products and brands.

This speed read was originally published in the Admap February 2017 issue.

How a company 'positions' a brand is not necessarily how the consumer perceives that brand. This book explains that, although brands allow marketers to add meaning to products and services, it is consumers who determine what a brand means. With over 25 years' experience working within...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands