Brand 2.0. From philosophy to practice. Bulanov A.V.

The theories of branding widespread today are built on the views of 30-40 years ago and are not always applicable in a modern rapidly changing world. This book offers a completely new approach, based on a rich practical experience and on the philosophical understanding of the brand as a phenomenon that far has been beyond the world of goods and services.

The book in detail the mechanisms of the emergence of the commercial value of the brand and its influence On target audiences, the main models of brand management and its use in working with staff. A new, complex look at such components of a brand’s strategies as its identity, architecture, linear expansion and alliances in public space.

Author is a well-known expert who has more than 20 years of experience in the communication and marketing market. The book is based on the course that he reads in the Higher School of Marketing and Business Development “Higher School of Economics”.

The book is intended for specialists of the marketing, advertising and communication industry, as well as for a wide range of modern managers and entrepreneurs.