Dahlen, M (2009) Marketing communications : a brand narrative approach, Wiley
This new recommended textbook for public relations units may be useful for any AMP projects involving branding, public relations or marketing communications.
It covers case studies of popular brands such as
Dove soap
Harley Davidson Motorcycles
Nike
There is a whole chapter on building brand equity included, and also material on 'Beyond traditional branding', which could be useful for several topics.
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