According to the Journal of Product & Brand Management , the text covers the full lifecycle of a brand:
: The book addresses how the "digital age" has fundamentally changed consumer relationships and brand communication. Essential Branding Principles Covered Brands and Branding
The book Brands and Branding , particularly the edition edited by Rita Clifton , serves as a definitive primer on the evolution and strategic importance of brands in a global economy. Written by 19 experts, it moves beyond simple marketing to treat branding as a vital financial asset. Core Themes & Insights According to the Journal of Product & Brand
: It delves into essential metrics like brand equity, relevance, image, loyalty, and portfolio. Brands and Branding