Marketing professor Philip Kotler says, "If you don't have a brand, what you have is just a commodity, and then price becomes everything." This book is your simplified guide to building a brand, it is a snack of knowledge, but it is abundant in scientific information. It combines familiar examples from our daily lives with scientific studies, in a narrative way that makes it easy to understand and applicable. It is useful for experts and beginners alike. Whether you're an entrepreneur, brand manager, marketer or product designer, this book is really what you need!