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The Essential Brand Book: Over 100 Techniques to Increase Brand Value

The Essential Brand Book: Over 100 Techniques to Increase Brand Value

by IainEllwood (Author)

  • Used

    Illustrated 2002

    $3.57
Synopsis

Powerful brand management is as vital for a niche entrepreneur, small business or charity as it is for a multinational corporation. Any organization that provides a product or service needs to establish its point of differentiation and communicate its benefit to its customers. The Essential Brand Book helps you build a strong brand to provide the key communication with customers, create critical differentiators in the marketplace, shape internal company culture, leverage the intellectual assets of the business and generate increased business performance. Fully updated to include current brand issues, The Essential Brand Book is a companion resource for anyone involved in branding. It contains over 100 business models and techniques for building brand value and is illustrated throughout with case studies. The book is divided into four key areas -Brand communication -Brand definition -Brand equity -Brand strategy

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More Information

Format: Illustrated
 Pages: 336
 Edition: 2
 Publisher: Kogan Page
Published: 28 Dec 2002
ISBN 10: 0749438630
ISBN 13: 9780749438630
Book Overview: This updated edition of the Essential Brand Book is a companion resource for anyone involved in brand issues and contains over 100 business models and techniques for building brand value. These are described with appropriate case studies throughout, four key areas being: brand communication, definition, equity and strategy.

Media Reviews
In today's global marketplace brand names such as Kellogg's, Disney, and Heinz have become more important than ever, enabling consumers to quickly find specific products, develop their own personalized consumption habits and communicate an image to others. It is not enough anymore for a product just to fulfill a utilitarian or generic pupose. It must also have a name, preferably a highly recognized and respected one. Thus, as Ellwood (international makerting and brand consultant) emphasizes in his book brand creation and brand management are essential for business success and profitability. In a world with many choices vying for the consumer's attention, it is the brand's job to act as the connection and mode of communication between the producer and the consumer. Ellwood divides the book into four sections--brand communication, brand definition, brand equity, and brand strategy--and addresses a broad range of topics. In this regard, the book makes a useful reference source, but it
In today's global marketplace brand names such as Kellogg's, Disney, and Heinz have become more important than ever, enabling consumers to quickly find specific products, develop their own personalized consumption habits and communicate an image to others. It is not enough anymore for a product just to fulfill a utilitarian or generic pupose. It must also have a name, preferably a highly recognized and respected one. Thus, as Ellwood (international makerting and brand consultant) emphasizes in his book brand creation and brand management are essential for business success and profitability. In a world with many choices vying for the consumer's attention, it is the brand's job to act as the connection and mode of communication between the producer and the consumer. Ellwood divides the book into four sections--brand communication, brand definition, brand equity, and brand strategy--and addresses a broad range of topics. In this regard, the book makes a useful reference source, but it does not discuss the brands cited in depth or provide step-by-step details of what it takes to build a brand. Summing Up: Recommended. Graduate, research, and faculty collections.--P.G. Kishel, Cypress College in CHOICE
Author Bio
Iain Ellwood is a marketing and brand strategist who has worked for blue-chip companies in Japan, Hong Kong, the United States and the Netherlands. He is a leading strategist at consulting firm Prophet and has advised Vodafone, Swiss Airlines, Tesco, Philips, Guinness World Records, BT, LE Group and JP Morgan.