The Right To Brand

“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 aim of the book is to demystify the branding process and propose a proprietary method that will enable companies in emerging markets to innovate and compete as effectively as mature market economies.