The time for an up-to-date and authoritative text on brand management has come.

Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. Bran

Who's the real branding expert: the agency or the brand? Each has a different approach to what brand building's really all about and the methods needed to gener