As global economies grow and the cost of doing business increases, the brand is the pre-eminent business asset needed for success in global business development

Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equi

Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understandi

Strategic Brand Management (3rd Edition) lays out a systematic approach to understanding the key principles of building enduring brands and presents an actionab

This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies