Brands and branding This book introduces readers to the key components of brands and helps them to begin to make sense of them what they are what they do why and how using plenty of examples and references drawn from a wide range brands The rudiments of branding Brand names matter Logos slogans mascots and more Brands tell stories Brands are living things Consumers beware Brand management Expanding the brand The brand stops here The dark side of the brand Pop goes the brand The brand finale