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"This is the ‘Branding 101’ book we’ve been waiting for... With practical cases from Asia and abroad Jacky and Wilson clearly illustrate what it takes to build a brand and where are the traps to avoid. A must-read for anybody in branding, from students to CEOs."
- Jorg Dietzel, Lee Kong Chian School of Business, SMU
"This publication is an excellent handbook for anyone who is keen to have a comprehensive overview of what branding is all about. The authors walk the readers through the journey of understanding branding not as a jargon for only marketeers but for anyone who is in business either as an employee, employer or owner..."
- Lim Mei Mei, Director, Marketing Institute of Singapore (MIS)
"Brilliant advice written in an effervescent, concise, easy-to-understand language. Expanding on a subject that is often misunderstood even by some top executives, Jacky and Wilson cut to the chase and tell us what branding really is and why it matters."
- Kevin Chang, Director, NUS Business School
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