More than a name.

Brands today have never been so powerful and prominent, so much so that branding is now taught as an academic subject in colleges around the world. Today a brand is no longer just a logo on a soup tin, but a carefully orchestrated experience, supported by complex marketing budgets and sophisticated psychology. This book offers a comprehensive introduction to the world of branding; the thinking behind the creation of brands, the execution of a brand and the key to maintaining a successful brand.

ISBN 9782940373000 | E | PB