by Interbrand · Palgrave Macmillan · tapa blanda · ISBN 9781403998095
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«The Brand Glossary» is Interbrand's branding glossary, published by Palgrave Macmillan in paperback (147 pages, in English).
More than a simple glossary, this work organizes the vocabulary of branding and clarifies the essential terms for creating and managing brands. It includes definitions, illustrations, data, and quotes, and presents the brand as a strategic function of the company, beyond design and advertising.
Edited by Jeff Swystun, with contributions from Interbrand specialists; first published in September 2006.
For marketing professionals, executives, academics, and students who work with brands or want to master the industry's terminology.
