Branding as Communication

By combining a scholarly approach with case studies and examples, this text bridges the worlds of communication and business by providing a single vocabulary in which to discuss branding. It brings these ideas together into a coherent framework to enable discussions on the topic to occur in a variety of disciplines.

Combinand o abordare stiintifica cu studii de caz si exemple, acest text face legatura intre lumea comunicarii si a afacerilor oferind un vocabular unic in care sa discute despre branding. Reuneste aceste idei intr-un cadru coerent pentru a permite discutii pe aceasta tema sa aiba loc intr-o varietate de discipline.