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What's your personal brand? Believe it or not, we all have one. This fun and insightful book provides a seven-step process for identifying what makes you unique

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

Contrary to the belief that brand management is mostly a matter of art and luck, the teams at McKinsey teams found out how brands can be measured, built, and ma

We have witnessed a revolution in the way consumers relate to a product; increasingly tending to reject brands which offer over-extensive lines in favour of tho