Corporate Brand Personality addresses the increasing need for organizations to refocus and realign their corporate culture in order to compete in a business wor

This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand cha

"Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six

You don’t have a brand—whether it’s for a company or a product—until you have a name. The name is one of the first, longest lasting, and most important

Launching a startup is now easier than ever before. Building a lasting brand, however, remains a mystery for even the savviest of founders. An impactful, recogn