“This is essential reading” (*) This innovative text provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. The Science and Art of Branding makes clear distinctions among the producer’s intentions, external brand realities, and consumers’ brand perceptions—and explains how to fit them all together to build successful brands. Authors Giep Franzen and Sandra Moriarty have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. The Science and Art of Branding also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems developed over the last few years. Endorsements:

“Giep Franzen and Sandra Moriarity bring some rigorous, fresh thinking to the complex study of brands and branding. There is no question that holistic marketing is the wave of the future in branding, and the balanced, dynamic approach espoused by The Science and Art of Branding couldn’t be more timely or important. This is essential reading.” — Kevin Lane Keller, Tuck School of Business, Dartmouth College (*)

“I always hoped Giep Franzen would write a book like this. Together with Sandra Moriarity, he has performed an act of liberation. Rather than merely being part of marketing, the brand is now a far-reaching discipline in its own right. Those who master that discipline – both its theory and its practice – will belong to a new class of managers. This book will help them make the grade.” — Klaus Brandmeyer, Brandmeyer Markenberatung, Hamburg, Germany