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Harvard Business Review on Brand Management ("Harvard Business Review" Paperback) [Paperback]

Harvard Business Review (Author)
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Product details

  • Paperback: 204 pages
  • Publisher: Harvard Business School Press (1 Aug 1999)
  • Language English
  • ISBN-10: 1578511445
  • ISBN-13: 978-1578511440
  • Product Dimensions: 20.8 x 14 x 1.8 cm
  • Average Customer Review: 3.7 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 343,829 in Books (See Top 100 in Books)

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Product Description

Product Description

Leading Minds and Landmark Ideas In An Easily Accessible Format

From the preeminent thinkers whose work has defined an entire field to the rising stars who will redefine the way we think about business, The Harvard Business Review Paperback Series delivers the fundamental information today's professionals need to stay competitive in a fast-moving world.

With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. Harvard Business Review on Brand Management provides the latest strategies for maximizing the value of your brands and products. A Harvard Business Review Paperback.

About the Author

Since 1984, Harvard Business School Press has been dedicated to publishing the most contemporary management thinking, written by authors and practitioners who are leading the way. Whether readers are seeking big-picture strategic thinking or tactical problem solving, advice in managing global corporations or for developing personal careers, HBS Press helps fuel the fire of innovative thought. HBS Press has earned a reputation as the springboard of thought for both established and emerging business leaders.
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COSTS, MARKET FRAGMENTATION, and new media channels that let customers bypass advertisements seem to be in league against the old ways of marketing. Read the first page
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3.7 out of 5 stars (3 customer reviews)
 
 
 
 
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1 of 1 people found the following review helpful:
3.0 out of 5 stars Par for the course - provides the vocabulary and some basic concepts but will not a brand manager make out of you, 12 April 2010
By AK (London) - See all my reviews
(TOP 500 REVIEWER)   
This review is from: Harvard Business Review on Brand Management ("Harvard Business Review" Paperback) (Paperback)
The topics covered are building brands without the use of mass media, private label strategies, growing premium brands, brand repositioning, growing with existing product lines (as opposed to extending those to cannibalise own sales and profits), how to handle moribund brands and brand strategy generally.

As other books, which rely on gurus for enlightening one on a specific topic, one gets lots of soundbites, a fawning language and occasionally a breathless tone ('I am so excited about this new thing I found out that I need to share with y'all' type of thing). And deep down, there are a couple of grains of useful material, the occasional framework or concept to think about when going about working on brand strategy yourself.

As always with cases, especially when presented by gurus, you do not get a sufficiently critical view, so it is generally hard to ascertain, if the example is transferable or relevant to your specific industry, and what the caveats or weaknesses of a theory are. It is useful as a discussion starter, perhaps, and definitely as reading up material for an interview for such a role (if nothing else for the managementspeak du jour).

And some articles actually do attempt to put things into perspective and draw up lists of suitable and less suitable problems for the approaches advertised, even if largely based on the authors' intuition, rather than research.
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4.0 out of 5 stars Fantastic book using interesting case studies., 3 Mar 2002
By A Customer
This review is from: Harvard Business Review on Brand Management ("Harvard Business Review" Paperback) (Paperback)
In this edition of the Harvard Business Review, experts on the subject get together and critically write about today examples. Specific cases studies of market leaders as well as smaller firms are evaluated and analysed and famous Brand Managers give their opinions and advice. A great book to gain more insight into the world of branding, which I can only highly recommend to everyone interested in the subject area.
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3 of 7 people found the following review helpful:
4.0 out of 5 stars Fantastic book using interesting case studies., 3 Mar 2002
By A Customer
This review is from: Harvard Business Review on Brand Management ("Harvard Business Review" Paperback) (Paperback)
In this edition of the Harvard Business Review, experts on the subject get together and critically write about today examples. Specific cases studies of karket leaders as well as smaller firms are evaluated and analysed and famous Brand Managers give their opinions and advice. A great book to gain more insight into the world of branding, which I can only highly recommend to everyone interested in the subject area.
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