Using internationally-recognized case studies, including brands such as BMW and Burberry, this book explains how companies can use specific strategies and tools to develop and maintain brand desire among new and existing customers.
Nicholas Ind is Associate Professor at the Oslo School of Management and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. Before he joined Icon, Nicholas had his own branding consultancy in the UK, was a director of a design group and was an account director in an advertising agency. Nicholas is the author of 11 books. Oriol Iglesias is Associate Professor and Director at the Department of Marketing Management at ESADE Business School in Spain, and also the Director of the ESADE Brand Institute. He is a member of the Executive Committee of the European Academy of Marketing (EMAC), and member of the Academy of Marketing's Scientific Committee of the Special Interest Group on Brand, Identity, and Corporate Reputation. He is also a member of the Editorial Board of the Journal of Brand Management and the Editorial Review Board of the Journal of Product and Brand Management.