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The Brand Gym: A Practical Workout for Boosting Brand and Business [Hardcover]

David Taylor
4.7 out of 5 stars  See all reviews (7 customer reviews)

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The Brand Gym: A Practical Workout to Gain & Retain Brand Leadership The Brand Gym: A Practical Workout to Gain & Retain Brand Leadership 5.0 out of 5 stars (19)
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Book Description

25 Oct 2002
Using the attributes from real managers and directors who have built successful brands, this book offers a practical program of "workouts" that analyze the fundamental reasons behind the success of brands across a range of business areas. It will help brand managers ensure the healthy life of their brands by focusing on the attitudes, behaviors, and techniques that make sustained brand growth happen.


Product details

  • Hardcover: 222 pages
  • Publisher: John Wiley & Sons (25 Oct 2002)
  • Language: English
  • ISBN-10: 0470847107
  • ISBN-13: 978-0470847107
  • Product Dimensions: 2.3 x 19.4 x 24.4 cm
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Bestsellers Rank: 874,810 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

David is one of the world's 50 leading marketing thinkers according to the CIM, and a Fellow of the Marketing Society.

He has written 5 brandgym books: "the brandgym", "brand stretch", "brand vision", "Grow the core" and "Where's the Sausage?". He also leads the writing of the brandgym blog, which has been ranked in the top 60 marketing blogs worldwide.

He has worked on everything from beer to banking, and spends most of his time doing brand vision to action and turbo-charged marketing projects.

Prior to founding the brandgym in 2002, David worked in brand management for P&G, got an MBA from INSEAD and then started and ran Added Value's Paris office.

He is based in London but works all over the world.

Product Description

Review

"…Taylor’s style is refreshingly down–to–earth, with loads of advice on how to grow your own brand…It is clearly signposted; excellent chapter summaries, short exercises to reinforce what you’ve just read…" (Marketing, 5 December 2002)

"…an excellent read for someone who is starting to develop the brand of their professional practice. …Overall, this is a likely to be a book you’ll read once, then keep digging in to from time to time when you need a little inspiration…" (PS. Advisor)

"…Taylor’s is refreshingly down–to–earth, with loads of advice on how to grow your own brand…It is clearly signposted; excellent chapter summaries, short exercises to reinforce what you’ve just read…" (Marketing, 5 December 2002)

"…an excellent read for someone who is starting to develop the brand of their professional practice. …Overall, this is a likely to be a book you’ll read once, then keep digging in to from time to time when you need a little inspiration…" (PS. Advisor)

"…The key branding questions are addressed…this is vigorous, intelligent stuff, from someone who knows what he’s talking about…" (Marketing Business, January 2003)

From the Author

If you are looking for a book on the theory of brands, then I am afraid you need to click back and search elsewhere. The Brand Gym is about the real world of brands and business, not about what looks beat and tidy in the classroom. This book was inspired by the need of Marketing Directors to have a practical, down to earth book to help them boost the performance of their brand teams.The hard lessons I have learnt in 15 years as a business manager, entrepreneur and consultant are all in here. The stuff that works, like simple tools to help solve difficult problems. But also where things go wrong, and how to avoid making the same mistakes. I also share the inside angle on growth stories such as Apple, Gillette and Bacardi Breezer, direct from the Marketing Directors who made them happen. There is no miracle diet and no such thing as a sure bet in marketing. However, I am confident that applying the fundamental, enduring principlesin The Brand Gym will give you a greater chance of success.

Inside This Book (Learn More)
First Sentence
Winning teams use 'the brand' as an organizational blueprint for growth that is led from the very top of the company. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

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4.7 out of 5 stars
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
5.0 out of 5 stars From black box to true insight 7 Mar 2003
Format:Hardcover
In a world with to much mystique and discussion about the value of brands finally a book that in a straightforward fashion unravels the essentials of a brand. Clear frameworks brought to live with plenty of case examples make it entertaining and worthwile to read. After reading this book one can't wait to apply the theory.
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1 of 1 people found the following review helpful
By A Customer
Format:Hardcover
This has none of the hot air and buzzwords of so many books on brands....nor is it the old trick of one ideas spun out over 200 pages. The Brand Gym is a series of practical "workouts" that challenge you and your team to ask some fundamental questions about your brand and then develop an action plan to get it in better shape. Good common-sense tips and tricks are given on consumer insight, brand positioning and brand extension. I have it on my desk and find myself referring to it on a regular basis, like having a brand coach on tap!
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1 of 1 people found the following review helpful
5.0 out of 5 stars Challenges you to raise your branding game 2 Nov 2002
By A Customer
Format:Hardcover
The Brand Gym does what it says on the tin: it is a mental workout that forces you to ask hard questions about your brand strategy and how effective it is at driving business growth.
The programme of 8 workouts covers the key areas of brand management, from insight through vision and positioning to brand extension. It even gives advice on the right training approach to "stay in shape".
I loved the inside stories that the writer was able to share from his consulting projects on brands like Disneyland Paris, Cointreau and Bacardi Breezer. Rather than the superficial success stories of most text books, these are real "war stories" from the branding battles.
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5.0 out of 5 stars An action-oriented toolkit for growing brands 2 Nov 2002
By A Customer
Format:Hardcover
This book is unlike no other one I have read on marketing and brands. Instead of being full of theory and jargon, The Brand Gym is a down to earth, practical guide full of tips, tricks and loads of examples. Even though I have been in marketing for many years, the book is a refreshing reminder to stay focused on building the business and gave me some really good ideas to start applying straight away.
I found the section on brand positioning especially useful. It is the first time I have seen a step-by-step guide that actually helps you to do a positioning project, rather than just explaining the principles. Thorny subjects such as brand essence are illustrated with real life examples, and the emphasis is always on how the strategic stuff will impact on the marketing mix.
You can tell the writer has experience in the real world of branding not just the classroom. The book has already helped me on the job and I am sure it will stay on my desk at work for some time to come.
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