Branding on the Eastern Front

| May 21, 2019

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Branding on the Eastern Front is a keen practitioner’s candid account about the assimilation and development of brands and branding in post-communist Eastern Europe and other emergent markets. When more than a hundred million people parted with the gloomy epoch of communism in 1989, they opened up to the bright new world of freedom and capitalism, with brands and branding brokering their relationship with the endless choices and sometimes deceptive lights of the free market.
The brand consultant is a new occupation in this emerging world, and Aneta Bogdan has pioneered it in such markets, in a time when western-born principles of branding were tried and tested, not only by their new grounds, but also by the changing times. The book is a premier, easterly view on the debate around the transformative power of branding (brand strategy, brand naming, brand design), including relevant case studies, and an insight into the emergent corporate and entrepreneurial milieus. The author is never average: cynical and idealistic, authoritarian and inspirational—a fresh, break-the-rules storyteller with a speculative and passionate discourse.
Ultimately, Branding on the Eastern Front is both a testimony of how western-born approaches must adapt to emerging economies, and a crash course in branding for anyone with the slightest interest in the eastern parts of the world—be they entrepreneurs, marketers, or contemporary consumers of any kind.
“What is fascinating about the work that my very good friend Aneta Bogdan has been doing for the last dozen years or so is that it seeks not only to create brands in a country in which they had no existence at all for fifty or more years, but that she has done it with such verve, intelligence and creativity.” —Wally Olins (Foreword)

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