02189cam a2200301 i 4500 991107209762206196 20250407101815.0 220113t20232023enka b 001 0 eng d 9781398608153 (OCoLC)1291876047 (OCoLC)1291694704 (OCoLC)1291696859 (OCoLC)1291733437 (OCoLC)1291738021 (OCoLC)1291876462 (OCoLC)on1291876047 YDX eng rda YDX YDX eng HF5415.1255 .B34 2023 Bailey, Simon author 25111 Myths of branding : dispel the misconceptions and become a brand expert / Simon Bailey and Andy Milligan. Second edition. London ; New York, NY : KoganPage, 2023. viii, 255 pages : illustrations (black and white) ; 21 cm. Business myths Previous edition: 2019. Includes bibliographical references and index. A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant... Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity and that the customer is always right - these myths are all surprisingly entrenched, yet could not be further from the truth. Myths of Branding uses up-to-date case studies and witty examples to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management. Branding (Marketing) 6284 Logos (Symbols) 25112 Milligan, Andy author 25113 lcc 0 0 lcc 0 0 TBS TBS 2025-04-07 0 HF5415.1255 BAI B05910 2025-04-07 1 2025-04-07 1 4626 4626