Decoding Branding explains the evolution of branding and how the
disrupting factors like digital revolution, technological
advancement, changing consumer behavior, and the COVID-19 pandemic
have reshaped the marketing landscape. Fundamental principles of
fostering strong brands are distilled with illustrations of case
studies from various industries. A structured and holistic
framework to building and revamping brands is clearly presented for
corporations to remain competitive in this constantly changing
operating environment. Interviews with branding experts and
corporate leaders are featured at the end of each chapter to allow
readers to obtain a complete appreciation of brand development from
different perspectives.
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