Big Brand Theory presents a discriminating setection of the highest-profile and most clever bran Ting campaigns and serves as an invaluable resource for those wishing to understand the key etements of building brand awareness. Case studies for key players such as Adidas. Converse. Starbucks, PUMA. Nike, Issey Miyake. Lacoste and Levi's illustrate foie crucial tacets of projecting a relevant and dynamic identity. Branding-concepts are broken dâwn into varied elements: for example, Nike's integrated campaigns inctude individual product packaging, posters, store disptays, athletic wear, retail bags and boxes, high-end designer products and gifts. Big Brand Theory is an indispensable multi-industry "best-of" presenting what it takes to reach today's consumer.
