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Book Review: Brand Atlas: Branding Intelligence Made Visible
Technical Communication (2013)
  • Matthew R. Sharp, Embry-Riddle Aeronautical University - Daytona Beach
"A company's brand is its most valuable asset. Wheeler takes the most seminal tools used by a wide variety of thought leaders and practitioners and makes the information understandable, visible, relevant, exportable and applicable. With her best-selling debut book, Designing Brand Identity (Wall Street Journal, Best-Seller, Spotlight 1/23/2011), now in its third edition, Alina Wheeler reinvented the marketing textbook using a straightforward style to help demystify the branding process. This new offering from Wheeler, Brand Atlas, builds on this user-friendly approach to aggregate and simplify the science behind branding with a unique visual teaching method suited for time-crunched professionals." From the publisher's website.
  • Brand recognition
Publication Date
February, 2013
Publisher Statement
Brand Atlas: Branding Intelligence Made Visible by A. Wheeler and J. Katz. Published by Wiley in 2011. ISBN 9780470433423
Citation Information
Matthew R. Sharp. "Book Review: Brand Atlas: Branding Intelligence Made Visible" Technical Communication Vol. 60 Iss. 1 (2013) p. 74 ISSN: 0049-3155
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