- The first book to examine how brands are built across a variety of sectors including luxury goods, finance and not-for-profit
- Includes contributions from the world's leading branding experts in their field, from Jean-Noel Kapferer on Luxury to Mike Symes on Finance
- Allows the reader to not only learn the rules for applying branding in specific categories but also employ successful branding, drawing on the most up-to-date understanding of how to apply brand theory
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.
Key features at a glance
EAN: 9780749470159
Edition: 1
Published:
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 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.
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.
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