Brands today are key engines of economic strength. Far from being a superficial or cosmetic communications exercise, brands have become a central organizing principle behind many ambitious companies. This authoritative book contains contributions from some of the field's leading practitioners, academics and consultants, analyzing the nature and benefits of brands?particularly in terms of their sustainable business value and their wider social advantages. This is the definitive business bookon brands and branding. It not only explains the economic strength and importance of brands, but also will frame thinking on the best practice of branding now and for the future.

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