Member Reviews
Reviewer 1394760
A thorough, valuable book about branding.
Consumer insights and strategy-plan connections were well explained.
I would think this is a great guide for startups, brand management teams of mid-sized corporations and organisations/brands in the earlier stages to first 5 years into business. However, as this book highlights, brand management is about flexibility and adaptability, and more established brands may also enjoy some of the insights, especially those backed up by more recent research.
