7. Brands: A Discussion on the Difference Between Creating Good Brands and Meaningful Brands

  1. Jacqueline H. Beckley,
  2. M. Michele Foley,
  3. Elizabeth J. Topp,
  4. J. C. Huang and
  5. Witoon Prinyawiwatkul
  1. Johannes Hartmann

Published Online: 30 NOV 2007

DOI: 10.1002/9780470277621.ch7

Accelerating New Food Product Design and Development

Accelerating New Food Product Design and Development

How to Cite

Hartmann, J. (2007) Brands: A Discussion on the Difference Between Creating Good Brands and Meaningful Brands, in Accelerating New Food Product Design and Development (eds J. H. Beckley, M. M. Foley, E. J. Topp, J. C. Huang and W. Prinyawiwatkul), Blackwell Publishing, Ames, Iowa, USA. doi: 10.1002/9780470277621.ch7

Publication History

  1. Published Online: 30 NOV 2007
  2. Published Print: 19 MAR 2007

ISBN Information

Print ISBN: 9780813808093

Online ISBN: 9780470277621

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Keywords:

  • brands;
  • goods;
  • mental representation;
  • endowments;
  • cuisine

Summary

This chapter contains sections titled:

  • Introduction

  • The “Meaningful” Brand, One Key to the Puzzle

  • Where Good and Great Brands Might Arrive and Where Meaningful Brands Start

  • From Great Brands to Meaningful Brands

  • Pragmatics—How to Discover Meaning for a Brand

  • What About the Money?