by Luis Bassat · ESPASA · tapa blanda · ISBN 9788423962198
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«El libro rojo de las marcas» is the marketing and advertising essay by Luis Bassat, published by Espasa in paperback (260 pages, in Spanish).
The advertiser Luis Bassat explains how a product or a name can become a recognizable brand. Bassat argues that products are made, but brands are forged in the mind, and proposes strategies to develop them over time. The book also addresses the promotion of cities and countries.
University edition, published in 2000; the subtitle is «Cómo Construir Marcas de éxito».
Aimed at students and professionals in marketing, advertising and business management, as well as designers, entrepreneurs and politicians.
