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From the Publisher“…would make an ideal gift for anyone interested in marketing and the management of brands…” (Campaign, 10th December 2004)
“…helps gain sight of what brands are really for in a business context…brings clarity, simplicity and brevity to the subject...” (Brand Strategy, March 2005)
'Brands are moving to the centre of business. Top management need to understand how to manage the potential of brands and this book will help.'—Sir Niall FitzGerald, Chairman of Reuters (former Chairman of Unilever)
'I do not believe there is a successful company left in the world that seriously questions the importance of brands but to manage brands profitably means accepting their complexity. For those of us who continue to grapple with these complexities, this book offers welcome new insights and case-based guidance.'—Sir Martin Sorrell, Chairman of WPP Group plc
'This book organises the best thinking on brands from around the world. It helps readers understand the power of brands and guides them on how to make the case for brand investment.'—Professor John Quelch, Associate Dean of Harvard Business School
'Brands play a vital role in business by setting expectations, motivating employees, attracting talent, strengthening relationships, and by building emotional bonds with consumers. As this book demonstrates, everybody is in the business of brands.'—Shelly Lazarus, Chairman and Chief Executive, Ogilvy & Mather Worldwide"