This collection of essays delves into the Coke brand to identify and decode its DNA. Unlike other accounts, these essays adopt a global approach to understand t

Drawing on a unique study of Australian advertising agencies at the dawn of the digital era, this book provides a hitherto unexplored study of the advertising i

The sheer intensity and violence of Germany’s twentieth century—through the end of an empire, two world wars, two democracies, and two dictatorships—provi

Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book a

This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines unders