Bernd Kreutz
Branding from A to Z

We live in a world of brands. Brands
play a crucial role in business
competition and have also become a
highly significant social phenomenon.

Brands are represented by signs and symbols, gestures and images. They
stand for values, hopes, and desires,
for experiences and expectations. They
evoke emotions and associations.

“Branding from A to Z” is a crash course
in the essence and impact of brands
from A to Z

The author