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Emotional Branding: How Successful Brands Gain the Irrational Edge This is a book report on Emotional Branding: How Successful Brands Gain the Irrational Edge by Daryl Travis. This book is good in a sense that it gives insights that should bring Branding decisions from marketing department to business strategy at top management level. Emotional Branding contours the tasks and the future of Branding, and furnishes great tools to new holistic approaches to understanding and instituting new branding practices. Approaches that will make people connect with brands on an emotional level and build affinity. Without a doubt good brands are powerful assets of an organization. In the midst of several brands, setting up a brand through brand building and leveraging becomes a significant task. Daryl Travis through his clear understanding embraces all the little things that an organization has to perform in edificing a brand.
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