{"product_id":"9780060570156","title":"The Origin of Brands : How Product Evolution Creates Endless Possibilities for New Brands","description":"\u003cp\u003eLay down the rules for brand creation in a series of chapters showing how new ideas are developed, the importance of being first, inventing a new category, positioning opposite existing brands, positioning against an enemy. This author discusses the importance of public relations, protecting the brand, and when to give up on an existing brand.\u003c\/p\u003e","brand":"Harper Business","offers":[{"title":"Default Title","offer_id":48215496786155,"sku":"00000_00000_00000_00000","price":32.94,"currency_code":"SGD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0758\/4484\/5803\/files\/9780060570156-1.jpg?v=1781603932","url":"https:\/\/kinokuniya.com.sg\/products\/9780060570156","provider":"Books Kinokuniya Singapore","version":"1.0","type":"link"}