Review
'If I had one book on brands to take with me to a marketing desert island it would be this one. The authors enthusiasm for, and knowledge of brands is jam-packed between these covers.'
Nick Kendall, Bartle Bogle Hegarty Ltd
'An Encyclopedic guide to understanding and managing brands relevant to both business and academic readers, thorough, pragmatic and packed with examples'
Linda Caller, International Planning Director, Ogilvy & Mather
'A modern "must have" for the intelligent and well-read brand manager. The key messages resonate within today's rapidly changing business environment even more powerfully than in 1992 when the first edition was published.'
Darrel James, Director of Consumer Markets Consulting, KPMG
'Anyone who has an interest in the factors crucial for success in the increasingly important field of brand development and stewardship should read it.'
Simon Luke, Director, Interbrand Newell and Sorrell
'This practical, well-structured book provides the reader with a clear, well-researched analysis of brands, their importance and how they are best managed. Whilst the book is rich in practical examples, these examples are all embedded within a carefully constructed framework...I thoroughly recommend it to all students and practitioners of brands and the branding process.'
John M. Murphy, Chairman, St Peter's Brewery
Superb! This book is an oasis of clarity in a sea of broken promises and half truths about branding. Read this book and do it.'
Professor John Saunders, Head, Aston Business School
Nick Kendall, Bartle Bogle Hegarty Ltd
'An Encyclopedic guide to understanding and managing brands relevant to both business and academic readers, thorough, pragmatic and packed with examples'
Linda Caller, International Planning Director, Ogilvy & Mather
'A modern "must have" for the intelligent and well-read brand manager. The key messages resonate within today's rapidly changing business environment even more powerfully than in 1992 when the first edition was published.'
Darrel James, Director of Consumer Markets Consulting, KPMG
'Anyone who has an interest in the factors crucial for success in the increasingly important field of brand development and stewardship should read it.'
Simon Luke, Director, Interbrand Newell and Sorrell
'This practical, well-structured book provides the reader with a clear, well-researched analysis of brands, their importance and how they are best managed. Whilst the book is rich in practical examples, these examples are all embedded within a carefully constructed framework...I thoroughly recommend it to all students and practitioners of brands and the branding process.'
John M. Murphy, Chairman, St Peter's Brewery
Superb! This book is an oasis of clarity in a sea of broken promises and half truths about branding. Read this book and do it.'
Professor John Saunders, Head, Aston Business School
Product Description
This is the third edition of one of world's most respected and successful books on branding. Written by an internationally acclaimed branding expert and author of From Brand Vision to Brand Evaluation, it has been comprehensively revised and updated with a raft of new cases and examples.
The book gives the professional and the student a deep understanding of the functioning and management of the modern brand and contains:
* Powerful analysis of new areas such as e-branding and e-marketing
* A completely new set of advertising and brand images to illustrate key points
* A powerful analysis of the key drivers of brand value
There can be no doubt that the power of brands in the international marketplace is still growing, and that Creating Powerful Brands, third edition, can explain both why and how they work.
* Comprehensive coverage of brand management
* Applications orientated, yet grounded on solid theory
* Frameworks organizing the principles of brand building
The book gives the professional and the student a deep understanding of the functioning and management of the modern brand and contains:
* Powerful analysis of new areas such as e-branding and e-marketing
* A completely new set of advertising and brand images to illustrate key points
* A powerful analysis of the key drivers of brand value
There can be no doubt that the power of brands in the international marketplace is still growing, and that Creating Powerful Brands, third edition, can explain both why and how they work.
* Comprehensive coverage of brand management
* Applications orientated, yet grounded on solid theory
* Frameworks organizing the principles of brand building
