Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for …
Advertising is a company’s major form of communication with the market; it is a component of the IMC system, having a special impact on the addressee, and is a form of persuasive …
This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the …