"In The Brand Benefits Playbook, two of the world's leading experts on branding provide a strategic perspective on brand benefit positioning and execution-and explain how focusing on brand benefits can transform organizations and help them win in the marketplace"--

Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The...