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From the Publisher
"Entrepreneur: "It’s great to have a strong brand customers love and are happy to pay a premium for, but when a brand gets overextended, underadvertised, overpriced or develops other problems, few entrepreneurs know what to do. In Brand Aid, author and marketing consultant Brad VanAuken goes a long way toward remedying these problems...Brand Aid is a significant addition to the brand marketing library."
Midwest Book Review: "Of all the books I’ve read on marketing and branding, this one is the shining star! I’ll also go out on a limb and assert that it’s one of the best books I’ve seen published by AMACOM."
BookViews.com: "Quite possibly the best book I have seen on the topic of creating and maintaining a ‘brand’ is Brad VanAuken’s Brand Aid. It will prove to be a powerful resource to anyone wrestling with the challenge of the entire process of building a high-impact brand and trouble-shooting the issues that come with it. If you want your company to become the next Nike, Disney or Absolut, this is the one book you want to read. And then read again!"
PoolOnline.com: "Brand Aid] is immensely readable and even entertaining with a plethora of examples of problems faced by well-known brands. It is an eye-opener into the tactics of ‘spammers’ and can even help you to understand why you computer behaves in certain ways when a Web site operator has built in features that attract you to the site but also keep you there when you want to leave."
MarketingSherpa.com: "It's [Brand Aid] terrific. It's packed with useful research data and checklists on everything from how to write an agency brief to 22 reasons why great brands decline."
Quirkís Marketing Research Review: "My desk has been home to a bumper crop of worthwhile new books on brands and branding for the past several months.A standout in the group is Brand Aid by Brad VanAuken, which offers an almost encyclopedic look at every step in the brand process.Highly recommended."
Journal of Product and Brand Management: "If you are a beginner in the world of branding, you will find Brand Aid an enjoyable and helpful read to get you started. For a seasoned brand manager, Brand Aid will prove itself to be a source of fresh ideas and new ways of thinking."