The Meaning of Branded Objects: Why Some Things Matter More Than Others

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.

Dr. Tom Guarriello is a psychologist, professor, and branding expert with over 25 years of experience studying the psychology behind consumer behavior. Known for his deep insights into how and why people connect with brands, Dr. Guarriello’s work has influenced professionals across the fields of marketing and design. In The Meaning of Branded Objects, he combines his expertise in psychology with his passion for branding to explore the powerful connections between people and the objects they love.

Mark Kingsley is a creative director and strategist with a wide range of experience and recognition. He is a faculty member in the School of Visual Arts Masters in Branding program. As Executive Strategy Director at Collins, he developed the new global positioning for Ogilvy and helped Equinox enter the luxury hotel business. For over 17 years, his studio Greenberg Kingsley specialized in music and arts, including several years of branding and advertising for Central Park SummerStage; work for the Guggenheim Museum store; and music packaging for John Coltrane, Pat Metheny, and Quincy Jones. His current studio, Malcontent, serves global advertising firms, fin-tech startups, arts organizations, living legends, and Pulitzer Prize winners.