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Otherwise Engaged - Branding in a Connected World by Michael Bayler

What do brands like Apple, Diesel, Abercrombie & Fitch and Virgin have in common and what differentiates them from other brands? These brands are able to maintain a relationship …

Think of the last great article you read or the last great speech you heard. Chances are, if you remember one key message, you also remember one compelling story. That's because …

For many centuries, the history of the crusades, as written by Western historians, was based solidly on Western sources. Evidence from the Islamic societies that the crusaders …

This book presents theoretical insights into key aspects of Chinese brand cross-cultural communication, such as psychological distance, implicit context, brand narrative and …

This open access book examines how creating a national brand assisted Qatar in absorbing the shock and awe following the outburst of the crisis with Saudi Arabia, Bahrain, Egypt, …