Description
Interbrand, the leading authority in brand consulting and design, has produced this detailed and comprehensive companion for branding professionals, academics and students. Recognizing that the practice of branding is widely accepted as a key management function, Interbrand has provided the seminal guide for brand terms, processes and best practices. JEFF SWYSTUN is Global Director of Interbrand, the world’s leading branding consultancy, which has worked with leading global brands. The book contains contributions from branding experts at Interbrand.
