The concept of branding is one of the most important, familiar, and useful in modern commerce and marketing. One important feature of "Branding in Commerce and Marketing" is the fresh look at branding architecture ( alternative brand naming strategies, along with proposals for making brand structuring and interpretation more coherent). This book dissects some vexing conceptual and even semantic issues surrounding the venerable word 'brand' itself and explores the usefulness of the conception of branding.
Book may contain some minor shelf wear. No markings or highlights. In great condition!. Used library copy, Great condition
