"An incredibly clear-minded book. The very word brand has become increasing devalued through misuse; this book is part of a vital counter movement."

Rory Sutherland, Vice Chairman, Ogilvy, and author of Alchemy: The Surprising power of ideas that do

"A master work. Lucid, covers all the bases, well organized and accessible to the reader. Indispensable for every communications student, practitioner and thought leader."

Nancy R Tag, Founding Director, Branding + Integrated Communications MPS at The City College of New

"Appreciates the global nature of brand development today while reminding us of the importance of creating brand experiences that are personal, memorable and enriching - ones that make you feel right at home."

Jim Misener, Principal, President, 50,000 feet

"Brand management has never been more important, yet can often be a confusing and impenetrable subject, requiring an up-to-date understanding of many topics. This book provides a much needed, clear, detailed and intelligent overview of the subject."

Darren Bridger, Consultant at NeuroStrata, author of Decoding the Irrational Consumer and Neuro Desi

"Whether you are a branding professional using this as a personal reference, or a professor employing it as a text, you, too, will likely come to believe, as the authors state in the opening, that 'brand managers from any country can learn from the best practices of others to improve their outcomes'."

Chuck Kent, Contributing Editor, Brandingmag

"If you are in need of a one-stop-shop of all concurrent brand management issues in a digital and fast changing world, don't look further."

Joeri Van Den Bergh, Co-founder and Managing Partner, InSites Consulting, author and speaker: How Co

"This book covers a vast range of topics, from basic theoretical concepts of brand strategy and planning to the practicalities of brand management. Most importantly, though, it challenges the reader to think about brands from many angles and encourages a deeper curiosity about their psychological and sociological underpinnings."

Nick Liddell, Director of Consulting, The Clearing

"A truly insightful book and a must read for those who want to advance their careers."

Radu Florescu, CEO, Centrade-Cehil South-East Europe

"This book has been written for marketing professionals and students, but it should be for everyone. Deconstructing the principles about how brands are constructed, take on meaning, and persevere is the core of this book and should be the exercise of anyone who wants to make a place for themselves in the expanding universe of branding."

Patrick Hanlon, founder Thinktopia, primalbranding.co, author, entrepreneur, investor

"Minsky and Geva have brought together a smart combination of theory and relevant insights from leading brands and experts that will be a valuable guide in both strategy and execution."

Paul Bennett, Global Brand Director, AXA

"Skilfully demystifies brand and branding with vivid examples in an international setting."

Salma Ghanem, Interim Provost, DePaul University, and Former Dean of its School of Communications

"Whether you are a brand manager, designer or educator, this is a comprehensive resource for developing, building and managing an international brand."

Robin Landa, Distinguished Professor, Michael Graves College at Kean University, author of Graphic D

"Offers the facts and reality of how brands are nowadays, how a brand is not just a brand anymore."

Joaquin E Bonilla, Executive Creative Director, Golin Romania

"Minsky and Geva have written more than a book. It's a complete do-it-yourself MBA in branding."

Karen Mallia, Professor, Advertising + Brand Communications, University of South Carolina, and autho

"Offers just the kind of comprehensive, yet heartfelt and personal, approach to brand management that today's business students need to truly understand this concept."

David Aron, Professor of Marketing, Brennan School of Business, Dominican University

"Detailed case studies, practical tools and tips, clear and direct writing without the industry speak, original and insightful essays by world-class branding experts combine to make this the most authoritative book on global brand management ever written."

Bryan Mattimore, author, 21 Days to a Big Idea, and Chief Idea Guy at Growth Engine Innovation Agenc

"This game-changing book clearly explains why new brand management approaches are needed, and convincingly shows how and why these approaches work. Extremely useful and insightful."

Jonathan Schroeder, William A Kern Professor of Communication, Rochester Institute of Technology, Ne

"A really good and comprehensive read about all aspects of this gift that culture has given to commerce. A good balance of theory and real-life examples that will interest every reader."

Jacob Benbunan, Co-founder and CEO, Saffron Consultants