Investing in a Strategic Brand Image
Based on 60 articles and case histories from Richard Moore’s weekly branding column in Dau Tu newspaper, the 200 page Investing in a Strategic Brand Image includes both Vietnamese and English text and is illustrated with over 130 images. It describes the nature of brands and the process of how strong brands create strategically-based identities. Timely information about the evolving discipline of branding is featured and a section offers insightful tips on developing effective tactical marketing communications such as mass media advertising. A glossary contains over 50 branding terms. The first edition was published in 2009.