Exploring the pervasive influence of brands in modern life, this book emphasizes that brands shape our identities and opinions, whether embraced or rejected. The authors, Dr. Arnd Zschiesche and Prof. Dr. Oliver Errichiello, provide clear insights into European brand management through 50 straightforward answers, cutting through the noise of popular opinion. They argue for a return to fundamental principles in branding, focusing on social realities and economic success, making a case for timeless, value-oriented branding strategies applicable beyond Europe.
