This pocket-size version of Universal Principles of Branding presents 100 concepts, theories, and guidelines that are critical for understanding brands and branding in a handy, condensed take-along format.

Richly illustrated and easy to navigate, this comprehensive reference pairs clear one-page explanations of each principle with visual examples of it applied in practice on the facing page. By considering these concepts and examples, you can learn to make more informed, and ultimately better, branding decisions.

Featured principles are as diverse as:

• Authenticity
• Social Responsibility
• World Building
• Gatekeepers
• Rituals and routine