The Science and Art of Branding

Presents an overview of the thinking about the development of brand strategy. This title approaches successful brand strategy from both the producer and consumer perspectives. It makes distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions.

Author: Giep Franzen, Sandra E. Moriarty
Publisher: Routledge
Published: 10/01/2008
Pages: 558
Binding Type: Hardcover
Weight: 2.71lbs
Size: 10.00h x 7.00w x 1.25d
ISBN: 9780765617903

Review Citation(s):
Reference and Research Bk News 02/01/2009 pg. 132