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The Brand Challenge

Adapting Branding to Sectorial Imperatives

Kartikeya Kompella

Understand the nuances of building brands in different sectors, from luxury goods to finance to not-for-profit, with this unique examination.

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EAN: 9780749470159

Edition: 1

Published: 03 Nov 2014

Format: 236 x 157

360 pages

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About the book

The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of sectors including luxury goods, finance and not-for-profit; it proves essential reading for anyone involved in branding decisions or wanting to know more about the branding process.

Edited by leading brand analyst Kartikeya Kompella, The Brand Challenge explains the nuances of building brands in different industries with a chapter devoted to each to give the reader the most up-to-date understanding of how to apply brand theory.

It contains original contributions from many of the world's leading brand experts who lift the veil on brand building in their specific sector. The book encourages readers to apply practices from one category to another to foster innovation in brands and successful brand building.

Contributing authors:
Al Ries (focus), Tony Allen (identity), Peter Fisk (innovation), Allen Adamson (brand), Professor Jean-Noël Kapferer (luxury), Jesko Perrey (retail), Thomas Meyer (retail), Simon Glynn (B2B), Michael D'Esopo (B2B), Professor Walter McDowell (TV), Mike Symes (finance), Jocelyne Daw (non-profit), Professor Joseph Hancock (fashion), Professor John O'Neill (hospitality), Jeremy Hildreth (city), JT Singh (city), Howard Breindel (technology), Sue Bridgewater (football)

About the authors

Kartikeya Kompella has written on branding for many websites and is the author of Applying the Branding Iron and Building Brands, Building Meaning. He is also the editor of The Definitive Book of Branding.

Kartikeya Kompella

Detailed Table of Contents

- Chapter - 01: Focus: The future of your company depends on it – Al Ries;
- Chapter - 02: Identity: Don’t lose it – Tony Allen;
- Chapter - 03: Brand innovation: Embracing change to innovate your brand and accelerate growth – Peter Fisk;
- Chapter - 04: Bridging the gap between brand idea and delivery in a move-faster-but-be-certain market: Why the traditional process of building a brand needs a reboot – Allen Adamson;
- Chapter - 05: Luxury branding – Jean-Noël Kapferer;
- Chapter - 06: Retail brand management: Perception, performance and improvement – Jesko Perrey and Thomas Meyer;
- Chapter - 07: Why brand matters in B2B – Michael D’Esopo and Simon Glynn;
- Chapter - 08: Managing media as brands: Case study – branding news organizations – Walter S McDowell, PhD;
- Chapter - 09: Brand not bland: The financial services challenge – Mike Symes;
- Chapter - 10: Building a breakthrough non-profit brand – Jocelyne Daw;
- Chapter - 11: A brand/story conceptual framework – for understanding mass fashion – Joseph H Hancock, II PhD;
- Chapter - 12: Research advances in the building of hotel brands – Professor John O’Neill;
- Chapter - 13: The city as a brand – Jeremy Hildreth and JT Singh;
- Chapter - 14: Technology branding: Building long-term value in a system-update world – Howard Breindel, Jonathan Paisner and Seth Margolis;
- Chapter - 15: Football brands – Sue Bridgewater

Reviews

Charles Cadell, President-Asia Pacific, McCann Worldgroup

A thoroughly comprehensive tour through the latest and best thinking in marketing and branding by our industry's thought leaders. Sharp, succinct and refreshing. A no-nonsense journey through what it takes to make the best brands.

RH Sutherland, Vice Chariman, Ogilvy & Mather UK

What this book understands so well is that marketing is a little like chess; there are a few hard and fast rules, but there are recurring patterns. To be able to spot a pattern in one place and then to apply it somewhere completely different is often the talent which separates the grand-masters from the rest.

Jill Avery, Senior Lecturer, Harvard Business School

The Brand Challenge offers a kaleidoscopic view of the world of branding, inviting readers along on an exciting journey through brand management theory and practice in diverse industries. In doing so, it crystallizes the essential truths of branding at the same time that it uncovers the idiosyncrasies that defy them in particular product categories. A true celebration of the scope and complexity of branding, this edited book includes the experiences of seasoned veterans, as well as intriguing new voices in the field.

John Gibbs, Leading Business Books

This book provides some really interesting insights into how and why branding practices are different in different industries and the importance of understanding a particular industry's context before attempting to devise and apply a brand strategy.

Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth

Kartik Kompella's The Brand Challenge provides a valuable and unique view into branding. The book offers a solid foundation into branding principles as well as insightful expert advice into how branding works across a broad set of categories and markets. Essential reading, it is both stimulating and instructive.

A thoroughly comprehensive tour through the latest and best thinking in marketing and branding by our industry's thought leaders. Sharp, succinct and refreshing. A no-nonsense journey through what it takes to make the best brands.
Charles Cadell, President-Asia Pacific, McCann Worldgroup

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