Branding on the Eastern Front: The Quest of a Brand Consultant in the New Europe

Branding on the Eastern Frontis both a testimony of how Western-born approaches must adapt to emerging economies, and a crash course in branding for entrepreneurs, marketers, and contemporary consumers of any kind.The late great branding masterWally Olinssaid in the Foreword to the book“What is fascinating about the work that my very good friendAneta Bogdanhas been doing for the last dozen years or so is that it seeks not only to create brands in a country in which they had no existence at all for fifty or more years, but that she has done it with such verve, intelligence and creativity.”The book is a premier, Eastern view on the debate around the transformative power of branding, including relevant case studies, and an insight into the emergent corporate and entrepreneurial milieus. The author is never average: cynical and idealistic, authoritarian and inspirational—a fresh, break-the-rules storyteller with a speculative and passionate discourse.All in all, the book is a keen practitioner’s candid account about the assimilation and development of brands and branding in post-communist Eastern Europe and other emergent markets – in a time when Western-born principles of branding are being tried and tested, not only by their new grounds, but also by the changing times.Read more