{"product_id":"9780321348104","title":"The Brand Gap: Revised Edition","description":"\u003cp\u003eTHE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a \"charismatic brand\"-a brand that customers feel is essential to their lives. In an entertaining two-hour read you'll learn: the new definition of brand the five essential disciplines of brand-building how branding is changing the dynamics of competition the three most powerful questions to ask about any brand why collaboration is the key to brand-building how design determines a customer's experience how to test brand concepts quickly and cheaply the importance of managing brands from the inside 220-word brand glossary\u003c\/p\u003e","brand":"New Riders","offers":[{"title":"Default Title","offer_id":47010501198064,"sku":"9780321348104","price":29.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780321348104_p0.jpg?v=1763681698","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780321348104","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}