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Book Reviews
Understanding
Brands: By 10 People Who Do
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:
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Defining a brand
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Accessing the brand through research
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Brands and the role of advertising
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Media planning to build brands
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Competitive marketing
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Brand packaging
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Creativity and the brand
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Brand valuation
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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!
Buy it at Amazon.
Brand Manual
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