by Luis Bassat · DEBOLSILLO · tapa blanda · ISBN 9788483460382
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«El libro rojo de las marcas» is Luis Bassat's essay on advertising and branding, published by DEBOLSILLO in paperback (224 pages, in Spanish).
In this guide, the advertiser Luis Bassat, author of El libro rojo de la publicidad, explains how a product or a name can become a recognizable brand, gives keys to differentiate brands and stresses that strategy is essential to connect with the consumer. The book points out that brands do not live only in the market but also in the mind and in emotions, and that their construction requires time and coherent decisions.
The book is part of DEBOLSILLO's Best Seller collection and was first published in 1999; this Spanish edition is from 2006.
