This book provides a panoramic view on the nature, discourse, and expression of branding and brand management. Its basic purpose is to highlight in a provocative idiosyncrasy the personality of branding, demonstrate the importance and need for businesses to give deliberate thought to the art and science of branding and brand management, to expound the fundamental precepts that constitute branding, and to encourage debate within businesses and among individuals concerned about the subject matter. There is an intensifying war in the marketplace as brands compete and wage war for customers. This...