Brand Name : Gilden

October 18, 2006: This book is worth perusing, if only for the very large number of vivid examples of branding success and failure. Some of the underlying principles are open to critique, most notably the authors assertion that perception determines buyers decisions rather than product traits. Many would say that `perception' is, of course, determined to a large extent by the customer's relationship to the product's traits. However, Haig is on track in so many other areas, and the...

David Nichols, Tom Farrand and Tom Rowley all work for Added Value, a leading brand consultancy that has done pioneering and influential work in the area of brands and gaming. Matt Avery is the Managing Director of Brands in Gaming Ltd.