The Meaning of Branded Objects: Why Some Things Matter More Than Others (SVA Masters in Branding) - Hardcover

Guarriello, Dr. Tom

Hardcover

ISBN 10: 0760395195 ISBN 13: 9780760395196

Publisher: Rockport Publishers, 2025

Synopsis

Explore the psychological principles behind why people form emotional attachments to branded products.

In The Meaning of Branded Objects, psychologist, professor, and branding expert Dr. Tom Guarriello reveals the powerful ways that brands shape the meaning of everyday objects, influencing consumer behavior and contributing to personal identity. Through a mix of academic insights and real-world examples, discover how brands create emotional resonance by leveraging symbolism, storytelling, and design. Dr. Guarriello examines both luxury items and everyday essentials, analyzing how branding impacts our relationships with objects and the cultural significance these items hold. 

Inside, you will find:

• Explorations of brand attachment psychology: Insights into how consumers develop emotional connections to branded objects.
• Accessible breakdown of complex ideas: Written in a way that’s engaging and understandable for professionals and curious readers alike.
• Discussions on personal and cultural identity: How brands influence our individual sense of self and broader social trends.

Wide-ranging yet succinct, this book is essential for branding professionals, marketers, and anyone curious about the psychology of consumerism, offering the tools to understand and harness the power of branded objects in today’s marketplace.

With The Meaning of Branded Objects, gain a deeper understanding of the objects that shape our lives and the powerful role branding plays in modern culture.

The School of Visual Arts (SVA) Masters in Branding book series offers an insightful and accessible exploration of branding as both an art and a science, highlighting the multidisciplinary approach that defines the program. This series brings together the insights and expertise of leading practitioners, scholars, and students in the field of branding, providing a comprehensive overview of the latest theories, strategies, and practices. 

Each book in the series focuses on a unique aspect of branding, from cultural and social influences to technological advancements and market trends, reflecting the innovative spirit of the SVA’s Masters in Branding program. By showcasing a diverse range of perspectives and case studies, the series aims to inspire readers to think critically and creatively about the role of branding in shaping consumer perceptions and experiences.

Also available from the series: A History of Brands and Brands in the Age of AI.

About this title

About the Author

Named "one of the most influential designers working today", Debbie Millman is an author, educator, and brand strategist. She is also President Emeritus of AIGA, the Creative Director of Print Magazine, and host of the award-winning podcast series Design Matters, the first and longest running design podcast in the world.  In 2009 Debbie co-founded with Steven Heller the world's first graduate program in branding at the School of Visual Arts in New York City. Now in its sixth year, the program has achieved international acclaim.

From the Back Cover

The Meaning of Branded Objects by Dr. Tom Guarriello explores how everyday objects gain significance through branding, examining the psychology, emotion, and cultural impact behind brand identity and consumer connection.

Edition details

• Publisher: Rockport Publishers
• Publication date: 2025
• Language: English
• ISBN 10: 0760395195
• ISBN 13: 9780760395196
• Binding: Hardcover
• Edition number: 1
• Number of pages: 160