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Creating and Activating Brand Meaning in Consumer Decisions

By: Anthony Grimes, Rob Barker and David Elliott
Posted: November 6, 2012, from the May 2013 issue of GCI Magazine.

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Anthony Grimes is a lecturer of marketing at the University of Manchester’s Manchester School of Business.

Rob Barker is the director of Shopper Insights Ltd., an Oxford, U.K.-based business that works with clients and partners who see a commercial advantage in understanding how communication and design influence attitudes and behaviors.

A graduate of London University, David Elliott gained postgraduate qualifications in export marketing. After 13 years in U.K. and international marketing roles, he moved to Singapore and then Indonesia in increasingly senior positions. After returning to the U.K. in 1993 he gained an MBA and runs a successful U.K. and international consultancy. Clients have included Seven Seas, Johnson & Johnson, GlaxoSmithKline, Reckitt Benckiser, Boots and more. Throughout his career he has had a keen interest in the way consumers respond to brands, which has led to cooperation with research practitioners and academics in areas such as low involvement theory and the role of brand engrams.