excellent and comprehensive textbook with well crafted case studies
First I would like to underscors that the book is a very very good book for branding (providing an excellent mix of previous textbooks) and I might clearly use it as a main textbook if I teach branding again in the near future. Yet, I intended to use the book as a complementary ressources to build a sustainable brand (in a sustainable marketing class so not only on branding) and, while it cleary touches the topic (using a mini case for instance: ecotricity) it didn't do so enough. I for instance thought that the last chapter would be more devoted to this topic.