The Brand Glossary

"With this glossary, Interbrand, the leading brand strategy and design consultancy, has set out to demystify, educate, inform, and entertain. Recognizing that branding is increasingly accepted as a vital and valuable management function, Interbrand has produced a companion for business and marketing practitioners, branding professionals, executives, academics, and students. Much more than a glossary, this book is an invaluable companion for all those creating and managing brands. The comprehensive list of terms covers each subject in appropriate and manageable detail. It contains illustrations big and small, facts, and relevant quotes, all of which bring the content to life and help to communicate the practice of branding."--BOOK JACKET.