Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic sta

You don’t have a brand—whether it’s for a company or a product—until you have a name. The name is one of the first, longest lasting, and most important

Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another People everywhere describe their relatio

Written by the world's leading thinkers on brand strategy, this book looks at what Asian and emerging market brands need to do to succeed in international marke