Branding

This book is for everyone involved in branding—from senior executives to ambitious students. The aim of the book is to introduce a new understanding of consumer relationships with brands, through findings proposed by modern scientific research. At its core is the question "can a consumer feel love for a brand?" and its answer throughout all the chapters of this book.
An innovation of this book is the introduction of staff into the process of developing relationships with brands. How important are the personal characteristics of employees? Can personnel selection become a source of competitive advantage and enhance the efforts of each marketing department?

Through what we hope is an understandable and pleasant text, which simplifies complex concepts and meanings, our goal is to offer a truly useful read and propose immediately applicable solutions. At the same time, the case studies at the end of each chapter present best practices and ways that large—or even smaller brands have implemented to create and maintain meaningful relationships with their consumers.