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Title: An absolute must
Review: Having read many excellent books on 'branding' over the years, this book is a 'must'.Iain Ellwood provides the reader with over 100 business models and techniques for building brand value in four key areas: brand communication; brand definition; brand equity and brand strategy.The book is comprehensive in content and well structured for ease of use - each chapter includes an introduction, the author's objectives for the chapter, content and a summary. In addition, the author has masterfully brought the content to life through the use of visual illustrations and lively case studies.Essential for anyone who is interested or involved in the management and communication of brands.
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