This book is edited by Don Cowley, an advertising agency man and one of the UK's leading account planners. He begins his introduction: 'The concept of a brand is probably the most powerful idea in the commercial world', and the book certainly lives up to this introduction.

Each chapter is written by a leading practitioner, bringing a range of styles and opinions to the book, which is one of its strengths.

There is no overlap between chapters: each deals with a specific aspect of brands and branding. Topics covered include:

Defining a brand Accessing the brand through research Brands and the role of advertising Media planning to build brands Competitive marketing Brand packaging Creativity and the brand Brand valuation Multinational brand marketing

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Most of the chapters are valuable to any business manager, and combine ease of reading with thought-provoking and insightful material.

The later chapters, particularly the last two, are perhaps more specific to managers working in larger organizations.

All in all, a great read for anyone interested in understanding brands!