The author's purpose is to understand how branding interacts with consumers to create meaning. Topics covered include : the role of consumption ; brand management ; corporate branding ; branding ethics ; the role of advertising. It includes case studies of iconic global brands, such as Benetton, LEGO, and Ryanair, and offers practical managerial advice as well as thoughtful analyses of broad concepts and strategic brand management. Benoît HEILBRUNN is a professor at ESCP-EAP.
