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Book Reviews
Brand
New Justice: The Upside of Global Branding
It
is not often that a book on branding receives glowing reviews
from Presidents and Prime Ministers around the world, but
Brand New Justice richly deserves the praise:
| |
For
countries like Croatia, which strive to market their
products abroad, Brand New Justice contains a wealth
of valuable advice and some extremely sound economic
and social theory.
Stjepan Mesic
President of the Republic of Croatia
For
countries like Mongolia, which need to break into
international markets, this concept provides some
much needed hope and inspiration.
Nambar Enkhbayar
Prime Minister of Mongolia
|
And for the rest of us - consultants, agencies, and marketers
around the world - the book offers an antidote to all the
anti-globalization and anti-branding rhetoric of the past
few years.
The
book chapter titles illustrate the flow of the thinking:
1. Why brands count
2. What brands do for countries
3. Developing markets, emerging brands
4. The challenge of branded exports
5. When countries become brands
6. Now is the time
|
Click on item to
purchase at Amazon |
In the first chapter, 'Why brands count', Simon Anholt
lays out a compelling description of brands as attractors
of wealth. He paints a brief picture of the historic evolution
of intangible wealth, the reasons behind this evolution
and the consequences for 'supplier nations'.
He then lays out his overall approach to achieving Brand
New Justice for these nations:
| |
If
the development of these export brands is supported
and encouraged by government, and written as a key
component into a consistent, imaginative and well-managed
national brand strategy, it can make a real difference
to the country's long-term prospects. |
But the real difference about this book, and the reason
for the earlier quotes, is the way it then goes on to provide
sound practical advice on how to build export brands.
The first section of the Chapter 'The challenge of branded
exports' look at the lessons which emerge most frequently
and powerfully from the brands he profiles. Other Chapter
sections have titles such as 'Eleven levers for outsmarting
the competition', 'Getting distribution and retail presence',
and 'Quality standards and consumer perceptions'. All
good sound advice for anyone in a 'supplier nation' who
plans to build an export brand.
All in all it is a very refreshing book for anyone who
works in brand management, and a vital read if you wish
to understand the power of brands to attract wealth, not
only for companies but also for the economies and countries
in which they operate.
Simon Anholt is Chairman of Earthspeak consultancy and
adviser to various government bodies.
Buy it at Amazon.
Brand Manual
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