A swoosh, a bitten apple, a crocodile: brands are a raging phenomenon that evokes universes of meaning, awakens emotions, influences judgments and behaviour. The author of this book explores the intricate world of brands in all the stages of their existence: the choice of a name, its association with other companies' brands, the creation of brand families by a single business, the complex management of brands over time in order to make them survive in the market, and even ambivalent events such as boycotts and fraud. The text is targeted at curious consumers as well as marketing professionals.

Veronica Gabrielli teaches Business Communication and Brand Images at the University of Modena-Reggio Emilia.