Publisher description for Go logo, a handbook to the art of global branding : 2 keys to creating successful global brands / Mac Cato.


Bibliographic record and links to related information available from the Library of Congress catalog


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Unique among branding or creative guideline books, Go Logo! examines the enormous influence of both "commercial persuasion" and "societal persuasion" branding - and looks closely at the crucial role creative brand warriors play in building and sustaining the winners. A primary focus is on exploring what it takes to be successful in the global branding wars as defined by 12 branding determinants.




Library of Congress subject headings for this publication:
Branding (Marketing)
Consumer behavior.
Identity (Psychology)
Emotions -- Social aspects.
Communication in marketing.
Creative ability in business.