Cultivate the brand

Author: (British) Baskin et al
Publisher:
Publishing Date: 2005-01-01
Features: This book features insights on brand innovation from 11 experienced brand experts. It is not a collection of sensationalist statements from brand rebels, but a dedicated work on brand innovation thinking. Through discussions on branding, corporate brands, brand communication, and brand strategy, the book helps readers re-examine their brand thinking and better understand advertising and brand alchemy. This book is suitable for brand managers, brand planners, marketing professionals, and MBA students.