References

Arens, W. F., & Weigold, M. F. (2021). Contemporary advertising and integrated marketing communications (16th ed.). McGraw-Hill Education.

Belch, G. E., & Belch, M. A. (2020). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw-Hill.

Bendinger, B. (Ed.). (2004). Advertising & the business of brands. The Copy Workshop.

Bendinger, B. (2009). Advertising & the business of brands: an introduction to careers & concepts in advertising & marketing. The Copy Workshop.

Buffington, D., & Hassoun, B. (2020, January 27). Brands and lies in the post-truth era. Ogilvy. https://www.ogilvy.com/ideas/brands-lies-post-truth-era

Davis, S. M., & Dunn, M. (2002). Building the brand-driven business. Jossey-Bass.

Fripp, G. (n.d.). Understanding benefit segmentation. Market Segmentation Study Guide. http://www.segmentationstudyguide.com/understanding-benefit-segmentation/

Heath, C., & Heath, D. (2007). Made to stick: Why some ideas survive and others die. Random House.

Hertioga, C., & Christensen, J. (2018). What is a brand? Interbrand. https://www.interbrand.com/views/what-is-a-brand/

Hertioga, C., & Christensen, J. (2021, April 5). Why invest in branding? Interbrand. https://www.interbrand.com/london/thinking/why-invest-in-branding/

Ogilvy, D. (2010). Ogilvy on advertising. Prion.