Chapter 7. Brands: A Discussion on the Difference Between Creating Good Brands and Meaningful Brands
- Jacqueline H. Beckley,
- M. Michele Foley,
- Elizabeth J. Topp,
- J. C. Huang,
- Witoon Prinyawiwatkul
Published Online: 30 NOV 2007
DOI: 10.1002/9780470277621.ch7
© 2007 Blackwell Publishing and the Institute of Food Technologists
Book Title
Accelerating New Food Product Design and Development
Additional Information
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
- Published Online: 30 NOV 2007
- Published Print: 19 MAR 2007
ISBN Information
Print ISBN: 9780813808093
Online ISBN: 9780470277621
- Summary
- Chapter
- References
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?