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Franzen (founder of a leading advertising agency in the Netherlands and a consultant) and Moriarty (marketing communications consultant and educator) combine theoretical concepts, results from large-scale empirical research, and best practices on branding strategies. The authors note that while branding is an old practice, it is a very young science--and they address the issue from both sides of that coin. Topics include brand strategy development, brand perception, and brand expansion and integration. The book is not intended as a manual for developing brand strategies, but as a way to understand the brand phenomenon and how it works. Annotation c2009 Book News, Inc., Portland, OR (booknews.com)
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