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Branding on the Eastern Front: The Quest of a Brand Consultant in the New Europe
Branding on the Eastern Front is both a testimony of how Western-born approaches must adapt to emerging economies, and a crash course in branding for entrepreneurs, marketers, and contemporary consumers of any kind.
The late great branding master Wally Olins said in the Foreword to the book “What is fascinating about the work that my very good friend Aneta Bogdan has been doing for the last dozen years or so is that it seeks not only to create brands in a country in which they had no existence at all for fifty or more years, but that she has done it with such verve, intelligence and creativity.”
The book is a premier, Eastern view on the debate around the transformative power of branding, including relevant case studies, and an insight into the emergent corporate and entrepreneurial milieus. The author is never cynical and idealistic, authoritarian and inspirational—a fresh, break-the-rules storyteller with a speculative and passionate discourse.
All in all, the book is a keen practitioner’s candid account about the assimilation and development of brands and branding in post-communist Eastern Europe and other emergent markets – in a time when Western-born principles of branding are being tried and tested, not only by their new grounds, but also by the changing times.
The late great branding master Wally Olins said in the Foreword to the book “What is fascinating about the work that my very good friend Aneta Bogdan has been doing for the last dozen years or so is that it seeks not only to create brands in a country in which they had no existence at all for fifty or more years, but that she has done it with such verve, intelligence and creativity.”
The book is a premier, Eastern view on the debate around the transformative power of branding, including relevant case studies, and an insight into the emergent corporate and entrepreneurial milieus. The author is never cynical and idealistic, authoritarian and inspirational—a fresh, break-the-rules storyteller with a speculative and passionate discourse.
All in all, the book is a keen practitioner’s candid account about the assimilation and development of brands and branding in post-communist Eastern Europe and other emergent markets – in a time when Western-born principles of branding are being tried and tested, not only by their new grounds, but also by the changing times.
212 pages, Kindle Edition
Published April 3, 2019
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Displaying 1 - 2 of 2 reviews
July 11, 2019
I see this work as a book and a handbook. I highly recommend it.
June 18, 2019
Being so close to the author, some bias may be reasonably expected; this however qualifies me as first-hand witness to this professional and human quest in the New Europe. Brand consultant is apparently a new profession, but in truth, an age-old dealing in human nature.
Last but not least, I am not aware of any other testimony of this kind on the debate about how western concepts of branding have been adopted and applied in emerging economies.
All in all, a valuable reading for anyone with vested interests in the Eastern parts of the world, in entrepreneurship or in long term brand strategy at any level.
Branding on the Eastern Front: The Quest of a Brand Consultant in the New Europe
Aneta Bogdan
Last but not least, I am not aware of any other testimony of this kind on the debate about how western concepts of branding have been adopted and applied in emerging economies.
All in all, a valuable reading for anyone with vested interests in the Eastern parts of the world, in entrepreneurship or in long term brand strategy at any level.
Branding on the Eastern Front: The Quest of a Brand Consultant in the New Europe
Aneta Bogdan
Displaying 1 - 2 of 2 reviews