000			02189cam a2200301 i 4500
001			991107209762206196
005			20250407101815.0
008			220113t20232023enka b 001 0 eng d
020			_a9781398608153
035			_a(OCoLC)1291876047 _z(OCoLC)1291694704 _z(OCoLC)1291696859 _z(OCoLC)1291733437 _z(OCoLC)1291738021 _z(OCoLC)1291876462
035			_a(OCoLC)on1291876047
040			_aYDX _beng _erda _cYDX _dYDX
041			_aeng
050		4	_aHF5415.1255 _b.B34 2023
100			_aBailey, Simon _eauthor _925111
245	1	0	_aMyths of branding _b: dispel the misconceptions and become a brand expert _c/ Simon Bailey and Andy Milligan.
250			_aSecond edition.
260			_aLondon ; _aNew York, NY : _bKoganPage, _c2023.
300			_aviii, 255 pages : _billustrations (black and white) ; _c21 cm.
490			_aBusiness myths
500			_aPrevious edition: 2019.
504			_aIncludes bibliographical references and index.
520			_aA 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.
650		0	_aBranding (Marketing) _96284
650		0	_aLogos (Symbols) _925112
700			_aMilligan, Andy _eauthor _925113
942			_2lcc
999			_c4626 _d4626