The Smart Branding Book: How to build a profitable and resilient brand

Most businesses today can readily access the required technology and talent to match competitors’ innovations and ideas quickly, making products and services similar to one another. In the modern business environment, companies instead need to build brands that consumers recognize and trust if they’re looking for sustainable, profitable growth.

This book presents in a concise fashion the latest thinking and methods for successful branding. Clear and accessible, it contains real-life example...