Winning with Brands: From Brand Outlook to Brand Evaluation

Author: Y. Chen Erdong (Author), Cai Xiaoxu (Translator)
Publisher:
Publish Date: 2002-10-01
Features: "This is a very good book written by a highly respected master of brand theory, exploring and explaining how to create a unified brand. Every chapter offers readers new, cutting-edge perspectives and discusses some valuable exercises, concluding with practical exercises that can be directly applied."
TheFourthRoom Co-founder: Wendy Gordon "He is the most knowledgeable and passionate person in the world about brands. Just read this book, and you'll see his professional expertise shining through in every word of every chapter."
Cranfield School of Management: Professor Malcolm McDonald "As a thinker, researcher, teacher, and writer in the field of branding, Leslie is a true superstar. This book is not only easy to understand and engaging but also authoritative, making it a masterpiece destined to be used as a standard reference material in the coming years."
Former Chairman of Interbrand, Chairman of St. Peter's Brewery and Plymouth Gin Company: John Murphy