The essential brand book: Over 100 techniques to increase brand value
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book that has in its title ‘the essential’, grabs the interest and attention of most readers. But after raising expectations that this is a ‘must read’ book, does Iain Ellwood meet expectations? In a short answer, yes. Iain has devised a well-structured, lucidly explained book, that provides a refreshingly insightful perspective on brand building. He grounds the material in the growing literature on brand management and exemplifies his points through copious examples. One could be pedantic and observe that the vast literature on brand marketing is not addressed in detail — but to do so would miss the contribution of this text. It is not a state of the art review, rather it is a wisely conceived discourse of the principles involved in strengthening brands. The reader is treated to a rich variety of examples that crisply show how critical branding principles can be employed to engender long-term brand success. Each chapter opens with clear signposting, enabling the reader rapidly to appreciate what to expect. The author has devised a novel visual structure that shows where the reader is in the brand-strengthening journey. Not only does Iain explore how branding principles can be best engaged in the current environment, but bravely puts his neck out to
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postulate ideas about brand building in an e-environment. The book is divided into four logically linked sections. The first addresses the important issue of brand communication and extends brand thinking into the services sector. The second section, brand definitions, provides useful models to conceptualise the unique nature of brands. The third section treads the well-trodden domain of brand equity, initially looking at how legislation can help protect any inherent goodwill, then how the brand’s financial value can be assessed. The last section, brand strategy, considers scope for leveraging the brand, researching brands and the critical role of the CEO as a brand manager. The material in this book is frequently portrayed through a plethora of well-presented models that rapidly enable the reader to appreciate how a variety of concepts can be harnessed to stimulate brand growth. Overall, this is a well-conceived text that should stimulate ideas among busy executives about routes for growing their brands. It combines well-grounded models with pragmatic application to show the reader how brands can be nurtured. Leslie de Chernatony Editorial Board
䉷 HENRY STEWART PUBLICATIONS 1350-231X BRAND MANAGEMENT VOL. 8, NO. 3, 232–238 FEBRUARY 2001
‘Advertising and the mind of the consumer: What works, what doesn’t and why’ by Max Sutherland and Alice K Sylvester Kogan Page, London; 2000; 2nd edition; ISBN 07494-29771; 326pp; paperback; £16.99
This collaborative effort between Max Sutherland and Alice Sylvester succeeds in taking the jargon-heavy issues of consumer behaviour and psychology and rendering them digestible to a practitioner audience. It is the authors’ backgrounds that allows them to achieve this. Sutherland is Professor of Marketing at Monash University and
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