This book offers a variety of perspectives on brands and branding from several dozen different experts on marketing. I especially enjoyed reading it because most of these experts draw upon experiences outside of the United States. True, core concepts have global relevance but strategies and tactics to create, increase, and leverage brand equity necessarily vary from one marketplace to another. For example, Sameena Ahmad discusses "Globalisation and brands" (Chapter 11), Kim Faulkner examines "Branding in South-East Asia" (Chapter 13), and Simon Anholt offers some valuable insights concerning "Branding places and nations" (Chapter 14). As Patrick Barwise correctly notes in the Preface, if top managers are becoming brand stewards, they must address issues such as:
* Brand measurement, accountability, and understanding * Brand support * The brand owner's social and ethical stance * Making the experience of buying and using brand consistently deliver on the promises made for it
Re this last issue, there is often a substantial gap between promises and performance, especially insofar as service brands are concerned. Hence the importance of eliminating that gap and thereby earn and then sustain consumer trust through performance of the highest possible quality. Once again I am reminded of Warren Buffett's observation that price is what we charge for what we sell but value is what a customer thinks it's worth. The experts whose counsel is included in this volume can, together, help their shared reader to gain a better understanding of issues such as those cited previously as well as (in Barwise's words) "the social and financial value of brands, current best practice in branding, and some of the emerging issues around this important, complex, and ever fascinating topic."
Among the countless value-added benefits provided in this book are various checklists which are included within several of the individual essays. For example, those which suggest the financial uses of brand valuation (page 43), methodologies for brand positioning (page 81), conclusions which can be made about visual and verbal identity and their relationship to brands in the future (pages 125-126), and questions to be addressed insofar as brand protection is concerned (page 168) as well as a recap of the main themes and arguments previously provided in previous chapters (pages 227-229). Of course, it remains for each reader to determine the nature and extent of relevance of the book's 15 chapters. There are many outstanding books on the subject of brands and branding and this is one of the best.
Those who share my high regard for it are urged to check out Levitt's The Marketing Imagination, Paul Nunes and Brian Johnson's Mass Affluence: Seven New Rules of Marketing to Today's Consumer, Alina Wheeler's Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands, Harvard Business Review on Brand Management (The Harvard Business Review Paperback Series), Marc Gobe's Emotional Branding: The New Paradigm for Connecting Brands to People, Lynn Parker and F. Joseph Lepla's Integrated Branding: Becoming Brand-Driven Through Company-Wide Action, Simon Anholt's Brand New Justice: The Upside of Global Branding, and Matthew W. Ragas and B.J. Bueno's The Power of Cult Branding: How 9 Magnetic Brands Turned Customers Into Loyal Followers (and Yours Can, Too).
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About the reviewer
Robert Morris (Robert1936)
Professionally, I am an independent management consultant who specializes in accelerated executive development and breakthrough high-impact organizational performance. I also review mostly business books … more
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"getAbstractbrands this book as an important one for anyone concerned with branding, especially with its new role as a source of financial value." (getAbstract.com)--This text refers to an alternateHardcoveredition.