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

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 got his start in the music industry, designing packages for the likes of John Coltrane, Pat Metheny, Quincy Jones, Ginger Baker, and Jewel. In 2001, his work for Blue Note Records received a Grammy nomination. Mark then transitioned into the world of corporate branding. At Landor, he was the global creative lead on the Citi account, and as executive strategy director at Collins, he developed the new global positioning for Ogilvy and helped Equinox enter the luxury hotel business. His boutique studio, Malcontent, serves independent filmmakers, global advertising firms, fintech startups, arts organizations, living legends, and Pulitzer Prize winners. Mark teaches at the School of Visual Arts Masters in Branding program and recently held the endowed Melbert B. Cary Professorship in Graphic Arts at the Rochester Institute of Technology. He is currently head of brand for the fashion brand Oumlil.

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 cofounded 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.