4-D Branding

The author explains a four-dimensional model for understanding brand strengths and weaknesses. It can just as easily be used to create a new brand or analyze the strategic options for established brands. The model enables companies to create their own unique 'brand code' or 'mindspace': 1. The functional dimension, 2. The social dimension, 3. The mental dimension, and 4. The spiritual dimension. Company cases all through the book.