Brand -- The Art of Building a Brand: The Art of Building a Brand

Author: Stuart Crainer
Publisher:
Publish Date: 2003-08-01
Features: Brands are everywhere in our real lives. Almost anything can be given a brand—from a basket of eggs to an entire country. Brands are emotional—they can capture the hearts and minds of the world, inspiring incredible loyalty and emotion. Brands are also a powerful weapon, capable of completely changing customer behavior and dominating the global landscape. So, what is the core of a truly great brand, how do they achieve this iconic status, and how are they created? The new edition of Brands: The Science of Branding reveals the secrets behind the world's greatest brands. From American Express to Yamaha, from Apple Computer to Xerox, authors Stuart Crainer and Dse Dearlove have refined the originally broad concept of branding: including the origin, establishment, growth, influence, and success of every brand. Brands: The Science of Branding reveals how ordinary products and services transform into commercial miracles, which may inspire you to create a new Benetton, Kodak, or Coca-Cola.