Brand Atlas: Branding Intelligence Made Visible

摘要

As concerns for consistency and effectiveness of branding programs continue to permeate all types of organizations and all types of communicative efforts, technical communicators have to stay in the loop. They have to ensure that the information they produce reflects the brand, of course, but they should also begin to consider their role in brand development. Brand Atlas: Branding Intelligence Made Visible helps by providing an overview of brand-related topics so that anyone at any organizational level can understand the importance, the purpose, and the process of branding. Much like a geographic atlas, Wheeler and Katz's book is a collection of short descriptions and visual representations of branding fundamentals.