"This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples which contextualise theory"--

"In this intriguing blend of branding how-to and business memoir, an industry pioneer presents the thought process and tools to create a successful e-commerce business by developing a distinct emotional attraction to a brand, beyond individual product offerings. Leveraging her 26 years of...