Understand the nuances of building brands in different sectors, from luxury goods to finance to not-for-profit, with this unique examination.
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.
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)
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
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.
RH Sutherland, Vice Chariman, Ogilvy & Mather UK
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.
Jill Avery, Senior Lecturer, Harvard Business School
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.
John Gibbs, Leading Business Books
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.
Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth
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.
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