Brands. We encounter them every day, we prefer them, we trust them. However, how much do we know about them? Brands and the entire field of branding are surrounded by numerous myths. So, at least that brands are just a way to charge you more for the same product and that brands are only consumer goods, that branding is just about logos and advertising. So how do you figure out what's true and what's fiction? Here is a book written by well-known branding experts Andy Milligan and Simon Bailey.