Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textb

EBOOK: Managing Brands

The main value of this book is an organized and systematic approach to branding, supported by literature research, findings and practical implementation.

The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality,