Brands and branding /
Stephen Brown.
- xi, 282 pages ; 25 cm.
Includes bibliographical references (pages 247-276) and index.
The rudiments of branding -- Brand names matter -- Logos, slogans, mascots, and more -- Brands tell stories -- Brands are living things -- Consumers beware -- Brand management -- Expanding the brand -- The brand stops here -- The dark side of the brand -- Pop goes the brand -- The brand finale.
This book introduces readers to the key components of brands and helps them to begin to make sense of them - what they are, what they do, why and how - using plenty of examples and references drawn from a wide range brands.