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The book aims to bring out powerful ways to track what's working and what's not in terms of websites, packaging and at the store-and to ensure that how one can get the maximum impact for one's brand. It explains how innovative designers, web interaction designers and visual merchandisers can grow and build their brands. It explores the value of design elements and its role in branding and communication. It provides a more in-depth explanation of how design elements in the store, on the website and packaging can be incorporated into company's brand strategy.