Brand Equity & Advertising: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology)

Rating:
Summary: A turning point in the genre of brand communications
Review: This book does not really adress questions like how does the brand fit with strategy or an organisation's core competences. But it does a superb job of illustrating the huge variety of ways that creativity can be embedded into a brand's communication relationships with consumers. If you're interested in forming an e-mail discussion group on this or other outstanding books on branding contact me. Chris Macrae, editor of Brand Chartering Handbook and MELNET www.brad.ac.uk/branding/ E-mail me at [e-mail]