“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 entrepreneurs, marketers, and contemporary consumers of any kind.
The great branding master Wally Olins said in the Foreword to the book “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.”
The book is a premier, eastern view on the debate around the transformative power of branding, 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.
All in all, the book 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 – in a time when western-born principles of branding are being tried and tested, not only by their new grounds, but also by the changing times. ”
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Aneta Bogdan is the Managing Partner of Brandient, the award-winning brand strategy and design company with offices in Bucharest and Singapore. With hundreds of innovative brand projects under her lead over the past 25 years, Aneta advocates branding and design as business and reputation tools, creating and revitalizing entrepreneurial, corporate and institutional brands in emerging environments. In recognition of her contribution to the marketing profession, Aneta is Fellow of The Chartered Institute of Marketing (UK).