On the one hand, the Internet increases information transparency for consumers - they are now able to obtain objective, trustworthy information on retailers' ex

"Taken from over 30 years of building global brands, regional brands, local brands and startups, this is a no-holds-barred, no-punches-pulled compilation that w

Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious

Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awaren

Welcome to a brand-new way of thinking about branding. The Physics of Brand is an exploration of how brands evolve in time and space. Drawing on experience work