Branding is a discipline that has emerged over the last century to become a ubiquitous force in marketing. The Fundamentals of Branding offers an overview of th

Google is key to managing the online presence of your business. Think of the Google search results for your brand name as a "digital business card"-the single m

Introduces the key terms, concepts and practices to provide a firm foundation for undergraduate students. It discusses contemporary technologies used in marketi

This book describes how marketing organizations successfully move from product concept to the creation of a successful brand, and explains the key tools used to

The main objective of this book is to help you understand the idiosyncrasies of the brand and its strategic management in the company. With this end in mind, it