“The Right to Brand” by Yasmin Merican is an authority reference book on branding in emerging markets. It encapsulates over 20 years of continu… Read More
“The Right to Brand” by Yasmin Merican is an authority reference book on branding in emerging markets. It encapsulates over 20 years of continuous learning, application and innovation in brand building and is presented in a 768-page tome that well defines and illustrates its content and main communication ideas.
The overall design presented in the book has been developed on visually appealing, aesthetic yet functional terms to further ensure that learning is intuitive. Core to the book is the proposed Form, Character and Delivery method, which is represented via a clear and comprehensive diagram for ease of absorption and application by the audience.
Wolfram Kornemann, Senior Designer at Neue Gestaltung explains that based on his approach, this book meets a key communication challenge to transform heavily involved management techniques and technical knowhow into easily accessible and engaging knowledge, in an easy-to-use manner with six different sections catering to different stages and needs of brand builders. Read Less