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: 588
Binding Type: Paperback
Weight: 2.35lbs
Size: 9.80h x 7.00w x 1.30d
ISBN: 9780765617910