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Posted February 9, 2007
Branding is so powerful that it touches upon more disciplines than other branches of marketing. Figuring out why branding works and where it might go in the future requires insights from several fields, including anthropology, advertising, management and psychology. Thus, this anthology takes the perfect approach to presenting the latest information about branding. A single author would have difficulty keeping up with so much multidisciplinary research. This worthwhile book ranges from the basic to the esoteric, and from the practical to the theoretical. It offers numerous case studies and advice about brand building in particular industries it also includes an interesting discussion of the anthropology of branding. We recommend this book to marketing managers: Even experienced, knowledgeable branding practitioners are likely to encounter new ideas and strategies in these pages.
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Posted October 22, 2012
Good understanding of the complexity of branding
Branding is more complex than most marketing managers realize. Every product, company, and individual has a brand identity whether they know it or not. So create and manage it properly.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
This book provides a fuller understanding of what branding is about. It is simple yet complex. General marketing text books do not offer a complete or comprehensive overview of branding, so many branding decisions are not well thought out. Chapter 3 in the book is the most difficult to fully comprehend but is also the most powerful.
You can waste a tremendous amount of money and time by not being aware of how the customer experiences and view your brand. Well thought out branding concepts help you make decisions that are consistent with your desired outcome; how it is perceived and experienced by customers.
Be smart. Mold your brand the way you want it to be known and experienced. Otherwise, you risk ending up with an inconsistent and ineffective brand image leading to a weak position in the marketplace.
Posted June 12, 2011
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