This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experi

Brands are now a dominant feature of everyday life. Drawing on rich empirical material, this book builds up a critical theory, arguing that brands have become a

The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenat

Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both

Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies