| Big Brano Theory presents adiscriminating selection of the highest-profile and most clever branding campaigns and serves as an invaluable resource for those wishing to understand the key elements of building brand awareness. Case studies for key playerssuch as Adidas, Converse, Starbucks, PUMA, Nike, lsseyMiyake, Lacoste and L8vi's illustrate the crucial facets of projecting a relevant and dynamic identity. Branding concepts are broken, down into varied elements： for axample, Nike's integrated campaigns include individual product packaging, posters, store displays, athletic wear, retail bags and boxes, high-end designer products and gifts, Big Brand Theory is an indispensable mutti-industry "best-of" presenting what it takes to reachtoday's consumer. |
| foreword lifestyle goods & services food & drink fashion culture & promotion index acknowledgements |
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