Market Research and Advertising

Written by an acknowledged expert with 30 years of experience building world-class brands, Brand Aid covers topics ranging from research and positioning to brand equity management and architecture strategy. Bringing together illuminating case studies, best practices, and the latest research, this edition offers invaluable advice on every aspect of brand management.

Build a strong foundation of core writing and design skills. This book features learning objectives, helpful mnemonics, real-life projects and applications, chapter references for further study, and end-of-chapter summaries and exercises. A companion website with multimedia slides, exam questions, learning videos, and design guides provides additional learning tools for students and instructors.

This book features 100 branding stories that will challenge your assumptions about business today and teach valuable, actionable lessons.