'Very colourful, an excellent overview of the subject. Much needed in an area not usually so entertainingly expressed on the written page.' --Lecturer, Liverpool John Moores University
From the Publisher
The book will take you through the branding process step-by-step and provide you with all you need to know about branding ina global context. The book's visual approach and straightforward, informative tone serves to provide both a vital reference text and indispensable guide. Each chapter is supported with examples of relevant brands from around the world, and includes well-known global brands as well as case studies of brands in new and emergent markets.