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Review
'This is an excellent book. It is well written, perfectly structured, full of knowledge with an invisible power to professionally and artistically acquaint the reader to the world of brands. This book proselytized me to the art of branding with its dynamic context and polymorphic approach to create sensible and useful brands. I strongly recommend it for consultants, marketing managers, business managers, college professors and students'.
Dr Yannis Suvatjis Athens Graduate School of Management
Product Description
This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns. Bullets: . Summarises the latest thinking and best practice in the domain of branding . All new real marketing campaigns show how branding theories are implemented in practice . Brought right up to date with a clear European and UK focus Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.
. Written by renowned specialists in brand management, marketing strategy and a rising star in the branding firmament . Extensive teaching aids accompany the book . In co-operation with Oxford Learning Lab, on-line streamed video supports this book
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1 of 1 people found the following review helpful
Format:Paperback
The fourth edition of `Creating Powerful Brands' sees Professor Leslie de Chernatony, Professor Malcolm McDonald and Dr. Elaine Wallace present a volume that is aimed at updating both students and practitioners in the latest thinking on brands and branding. The question of this review therefore, is to ask whether it succeeds in these goals.
However, before moving on to the underlying aim of the book, it might be noted that the book has, in some respects, exceeded its stated purpose. As a PhD student specialising in the study of aspects of branding, I have nevertheless found some of the broader context laid out in the book to be useful in my own studies, reflecting the breadth of Professor de Chernatony's scholarship. As such, as well as being designed to be an accessible overview for students and managers, the book has sufficient depth that recommends it to a wider audience.
Returning to the stated purpose of the book, it faces the challenge of summarising and presenting a bewildering array of research and perspectives that surround the subject of the highly malleable concept of a brand, both old and new. Throughout the reading, I kept in mind a `typical' undergraduate marketing student, and a busy branding professional, and measured the presentation against how they might see the book. In order to achieve the aim of explaining brands and branding, the book is laid out in a logical and coherent way, commencing with the role of the brand as an intangible asset, and an overview of the branding process. From this foundation, the book progresses through a detailed evaluation and synthesis of the literature on branding, much of which is illustrated with case studies, clear and well considered diagrams, and examples.
The end result of the work is a book that manages to combine easy reading along with sufficient depth to achieve the stated aims of the book. In particular, the book offers the right balance for marketing students, such that a more diligent student has the potential to gain depth of understanding, whilst the less diligent student might also attain a reasonable understanding of the subjects. For a branding practitioner, there are elements of the book which will be familiar ground, but it also manages to present the latest thinking on branding, and tie the new content into the context of the old.
My only disappointment is that the book does not commence with a broad review of perspectives on brand definition, instead presenting Professor de Chernatony's own definition. It is beyond the scope of this review to examine the theory presented in the book, but a single definition of brand is perhaps not representative of the many perspectives on the subject, an important starting point for a general discussion of brands and branding.
Despite this caveat, overall the book achieves its stated aims and purpose very well indeed. Ultimately, the question in any review is whether you would actually recommend the book to the targeted audience, and I would certainly be happy to do so. As an introduction and update on the latest thinking on brand and branding, the book is a great success.
However, before moving on to the underlying aim of the book, it might be noted that the book has, in some respects, exceeded its stated purpose. As a PhD student specialising in the study of aspects of branding, I have nevertheless found some of the broader context laid out in the book to be useful in my own studies, reflecting the breadth of Professor de Chernatony's scholarship. As such, as well as being designed to be an accessible overview for students and managers, the book has sufficient depth that recommends it to a wider audience.
Returning to the stated purpose of the book, it faces the challenge of summarising and presenting a bewildering array of research and perspectives that surround the subject of the highly malleable concept of a brand, both old and new. Throughout the reading, I kept in mind a `typical' undergraduate marketing student, and a busy branding professional, and measured the presentation against how they might see the book. In order to achieve the aim of explaining brands and branding, the book is laid out in a logical and coherent way, commencing with the role of the brand as an intangible asset, and an overview of the branding process. From this foundation, the book progresses through a detailed evaluation and synthesis of the literature on branding, much of which is illustrated with case studies, clear and well considered diagrams, and examples.
The end result of the work is a book that manages to combine easy reading along with sufficient depth to achieve the stated aims of the book. In particular, the book offers the right balance for marketing students, such that a more diligent student has the potential to gain depth of understanding, whilst the less diligent student might also attain a reasonable understanding of the subjects. For a branding practitioner, there are elements of the book which will be familiar ground, but it also manages to present the latest thinking on branding, and tie the new content into the context of the old.
My only disappointment is that the book does not commence with a broad review of perspectives on brand definition, instead presenting Professor de Chernatony's own definition. It is beyond the scope of this review to examine the theory presented in the book, but a single definition of brand is perhaps not representative of the many perspectives on the subject, an important starting point for a general discussion of brands and branding.
Despite this caveat, overall the book achieves its stated aims and purpose very well indeed. Ultimately, the question in any review is whether you would actually recommend the book to the targeted audience, and I would certainly be happy to do so. As an introduction and update on the latest thinking on brand and branding, the book is a great success.
1 of 1 people found the following review helpful
Format:Paperback
Having worked with major and emerging brands for many years I was really pleased to be introduced to this `brand compendium' of practical advice, research, case studies and more.
The authors of this book recognise that a brand isn't just about marketing, it's about being a successful business - and as a board member I need to spend considerable time focused on the authenticity of the organisations I work with - its reason for being, its alignment with customers and the way it develops and maintains this role over time.
Increasingly your organisation or personal brand is `out there', as so much of what you are and do is traceable online by investors, partners, clients, employees, regulators and all of those considering how to develop their dealings with you. Are you really what you say you are?
The book also recognises that brands don't only influence in B2C, but also B2B, increasingly as service brands and inevitably on the internet. Existing links provided to streaming video support could perhaps be extended through social media to create a continually developing brand resource.
Definitely worth working right through once and keeping as your best brand reference book.
The authors of this book recognise that a brand isn't just about marketing, it's about being a successful business - and as a board member I need to spend considerable time focused on the authenticity of the organisations I work with - its reason for being, its alignment with customers and the way it develops and maintains this role over time.
Increasingly your organisation or personal brand is `out there', as so much of what you are and do is traceable online by investors, partners, clients, employees, regulators and all of those considering how to develop their dealings with you. Are you really what you say you are?
The book also recognises that brands don't only influence in B2C, but also B2B, increasingly as service brands and inevitably on the internet. Existing links provided to streaming video support could perhaps be extended through social media to create a continually developing brand resource.
Definitely worth working right through once and keeping as your best brand reference book.
1 of 1 people found the following review helpful
Format:Paperback
Creating Powerful Brands (Fourth Edition) is the definitive text for brand marketers, academics and students in the field of brand management and is written by internationally recognised thought leaders. The fourth edition is up to date and current providing a unique, research driven framework within which to assess crucial brand challenges and the strategic decisions that need to be made for brand success. As a reference work on brand management, the book stands distinctly apart for its sheer scope and depth of knowledge. It offers a grounded, pragmatic framework enabling students and managers to better characterise brands and develop sound strategies for growth. It logically enables them to understand and appreciate the core characteristics of brands that influence growth, the characteristics of successful brands across diverse sectors and importantly, the techniques required to win the branding battle and evaluate success. In this new edition, there are significant new sections which add a tremendous amount of value, including a variety of examples, marketing action checklists and enquiry exercises that can be easily applied for both managers and students alike. Creating Powerful Brands is a must read for students as well as practicing professionals interested in brand marketing.
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Most Recent Customer Reviews
Creating powerful brands
Professors de Chernatony and McDonald and Dr Wallace provide, in this fourth edition, a thoroughly revised and updated version of this classic and authoritative book in the field... Read more
Published 16 months ago by Isabel Buil
Creating Powerful Brands 4th Edition
This book offers a wealth of research based insights into the complexity of managing brands in a variety of settings (e.g. from Business to Business to Retail brands). Read more
Published 16 months ago by F.D.Riley
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