Overview

Brand consultants provide analysis, solutions, and general marketing expertise for companies to sell their products. They do this by analyzing the brand and see how it performs against competitors. The book is a premier, Eastern view on the debate around the transformative power of branding, including relevant case studies, and an insight into the emergent corporate and entrepreneurial milieus. The author is never average: cynical and idealistic, authoritarian and inspirational-a fresh, break-the-rules storyteller with a speculative and passionate discourse. All in all, the book is a keen practitioner's candid account about the assimilation and development of brands and branding in post-communist Eastern Europe and other emergent markets - in a time when Western-born principles of branding are being tried and tested, not only by their new grounds but also by the changing times.

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