As marketing specialists know all too well, our experience of products is prefigured by brands: trademarks that identify a product and differentiate it from its

FusionBranding: How to Forge Your Brand for the Future by brand futurist Nick Wreden represents a fresh look at branding imperatives, especially for companies s

The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Did you know that the gratifying smell that ac

'Business-as-usual' has been transformed across the music industries in the post-CD age. Against widespread hype about the purported decline of the major music

Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for d