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The Brand Challenge

Adapting Branding to Sectorial Imperatives

Understand the nuances of building brands in different sectors, from luxury goods to finance to not-for-profit, with this unique examination.
EAN: 9780749470159
Edition: 1
Format: 236x157
360 pages

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

Kartikeya Kompella is the Founder of Purposeful Brands and was part of India's first brand consultancy. He has written for many websites on branding and ran a column on Interbrand's web portal for 5 years. He is a past nominee for the John and Mary Goodyear Award for Excellence in International Market Research and has spoken at various international conferences on cause related branding and other marketing topics. In addition to being the editor of The Brand Challenge (Kogan Page), he is the editor of The Definitive Book of Branding and author of Building Brands, Building Meaning and Applying the Branding Iron.

More about Kartikeya Kompella

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