Instilling brand loyalty among consumers is the key to long-term success, and requires focusing on meaningful differentiation: functional, emotional, or societa

Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer

This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experi

“ We’re now hip-deep, if not drowning, in the ‘experience economy.‘ Here‘s the smartest book I‘ve read so far that can actually help get your brand

This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-cre