Brand Equity & Advertising: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology). Капитал бренда и реклама: роль рекламы в создании сильных брендов (Реклама и психология потребителей)

Abstract

This book does not really address questions like how does the brand fit with strategy or an organisation's core competences. But it does a superb job of illustrating the huge variety of ways that creativity can be embedded into a brand's communication relationships with consumers. Chris Macrae, Editor of Brand Chartering Handbook and MELNET