March 2010
Intermediate to advanced
208 pages
7h 23m
English
Content preview from Go Logo! A Handbook to the Art of Global Branding
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Text
Determinant 1
History
The Impersonal Determinant
Determinant 2
Logos
It’s Often the Little Things that Count
Determinant 3
Brands, Branding
Identity Is Equity
Determinant 4
Longing and Belonging
Unattainable Wants, Irresistible Needs
Determinant 5
Alchemy and Magic
Making Life Worthwhile, Wishing Upon a Star
Determinant 6
Globalization
The Ultimate War Game
Chapter 5
Twelve Key Determinants to
Creating Successful Brands
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