The brand challenge: a multi-category approach to understanding branding

The Brand Challenge provides a comprehensive and topical examination of the application of branding across all key branding fields from luxury goods to media and entertainment, pharma to digital, and proves essential reading for anyone involved in branding decisions, or wanting to understand more about the branding process.Edited by leading brand analyst Kartik Kompella, The Brand Challenge explains the nuances of building brands in different industries with a chapter devoted to each to give the reader the most up-to-date understanding of applying brand theory.

It contains original contributions from many of the world's leading brand experts who lift the veil on brand building in their respective industry and also encourage readers to apply best practice in one industry to another for more innovative brand building strategy and management.