'Branding' is the fast-track to mastering brands and branding. Author Stephen Coomber discusses the key areas of branding, from developing a strong brand personality and differentiation, to brand valuation and protecting your brand. Examples and lessons from some of the world's most successful businesses are included such as CocaCola, Intel, Toyota and Virgin. There are ideas from the smartest thinkers, including David Aaker, Philip Kotler, Jogn Quelch, Al Ries and Ted Levitt.
