Every year, thousands of new business are started by people with no knowledge of modern marketing at all?and some of them survive and thrive. Accidental Branding tells the story of seven "accidental" brands and how their founders beat bigger competitors by breaking the standard rules of...

The way we relate to brands has changed. Once, brand management was about doing things to people, and choices were made by brand managers not consumers. Now the focus has shifted towards the customer, empowering them to make choices and treating them as individuals rather than an amorphous mass....

It's not the best companies that prevail in the marketplace, but rather the best brands. The goal of business strategy is not just to be better, but different. Learn how to build a differentiating value proposition by clearly and carefully defining your brand boundaries: Calling, Competencies,...

Interdisciplinary approaches are critical to solve the interesting problems of the day. This volume seeks to capture and synthesize the knowledge in the area of branding, product design, innovation, and strategic thought in international marketing.

Cover Page -- Title Page -- Copyright Page -- Dedication -- Contents -- Acknowledgments -- Introduction -- Chapter One Reality Check: It's Time to Move from Brandlore to Promising Brands -- Chapter Two Winning the Memory Game -- Chapter Three The Benefit of Your Brand -- Chapter Four Leveraging...