: The book addresses how the "digital age" has fundamentally changed consumer relationships and brand communication. Essential Branding Principles Covered
According to the Journal of Product & Brand Management , the text covers the full lifecycle of a brand: Brands and Branding
: Defining a unique space in the market (Consumer, Competitor, and Company analysis). : The book addresses how the "digital age"
: Managing trademarks and the legal aspects of global brands. Brands and Branding
: It delves into essential metrics like brand equity, relevance, image, loyalty, and portfolio.
: Moving beyond ads to create "brand experiences" that build trust and reduce perceived risk.