A brand isn't what you say it is, it's what your customers say it is. This may be the first book of its kind to present a unified theory of brand building. While most books on branding are geared towards either a strategic or creative approach, this book explains how strategy and creativity can unite to produce a 'charismatic brand'—a brand that customers feel is essential to their lives.

The book addresses several issues, including the importance of branding in outperforming competitors, how to test brand values and concepts without spending a fortune, and it reviews the most important questions that must be answered to demonstrate the strength of any brand and its positioning in customers' minds. The book includes a special glossary of brand-building terms, featuring over 200 commonly used terms in this field.

• Author: Marty Neumeier
• Product Code: 9789923121177
• Weight: 350 g
• Dimensions: 0 cm * 0 cm
• Number of Pages: 205
• Year of Publication: 2023