A rare mind openning marketing book

for the 1st time, we could understand brands as something alive on basis our of lived experience.

Brand is no longer the cold figure accountants endeavor to show off in the balance sheet nor the abtract associations embedded in the memory network in our mind.

With the cultural research as his education background, the author sheds some new light on this serious topic, what on earth is brand and how could it be built up. A brand is not just a trademark or a bunch of intangible assiciations at the individual level. It is cultual expression at the collective level as a symbolic solution to the cutural contrididtion in a given hitoric period.

With the framework developed in this book, we are equipped with a more humane, insightful and workable perspective to think of brands, and the identity value derive from them.

If you have been fed up with David Aaker and Kevin Keller's works on branding, do not hestitate to turn to this book!

Eagerly waiting for the Chinese eidtion published soon in China with high quality. A tough job, though.