Publisher's Synopsis
This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns.
In this influential textbook, de Chernatony, McDonald & Wallace
Summarise the latest thinking and best practice in the domain of branding
Show how branding theories are implemented in practice with all new real marketing campaigns
Bring the story up-to-date with a clear European focus
Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.
