TY  - BOOK
AU  - Bruce, Duncan
AU  - Harvey, David
TI  - Brand Enigma: Decoding the Secrets of Your Brand
SN  - 9780470779606
U1  - 658.827 
PY  - 2008///
CY  - Chichester
PB  - John Wiley and Sons
KW  - Brand Management
N1  - Contents: Getting the best from this book -- Nightmares and dreams : the new world of brands -- Enduring myths, new challenges, and realities -- How the brand dream process took shape -- Fitting the pieces together : the brand dream model -- Taking the brand dream medicine -- Deconstructing brands : a new way of sussing out the competition -- Engaging staff in the employer brand -- Web threats and opportunities -- An inspirational approach to innovation -- Renewing the dream
ER  -