The Brand Challenge

Adapting Branding to Sectorial Imperatives
1. Auflage 2014
ISBN: 978-0-7494-7015-9
Verlag: Kogan Page

Buch, Englisch, 360 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 550 g

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)

Autoren/Hrsg.

Kompella, Kartikeya

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter - 01: Focus: The future of your company depends on it - Al Ries; Chapter - 02: Identity: Don't lose it - Tony Allen; Chapter - 03: Brand innovation: Embracing change to innovate your brand and accelerate growth - Peter Fisk; Chapter - 04: Bridging the gap between brand idea and delivery in a move-faster-but-be-certain market: Why the traditional process of building a brand needs a reboot - Allen Adamson; Chapter - 05: Luxury branding - Jean-Noël Kapferer; Chapter - 06: Retail brand management: Perception, performance and improvement - Jesko Perrey and Thomas Meyer; Chapter - 07: Why brand matters in B2B - Michael D'Esopo and Simon Glynn; Chapter - 08: Managing media as brands: Case study - branding news organizations - Walter S McDowell, PhD; Chapter - 09: Brand not bland: The financial services challenge - Mike Symes; Chapter - 10: Building a breakthrough non-profit brand - Jocelyne Daw; Chapter - 11: A brand/story conceptual framework - for understanding mass fashion - Joseph H Hancock, II PhD; Chapter - 12: Research advances in the building of hotel brands - Professor John O'Neill; Chapter - 13: The city as a brand - Jeremy Hildreth and JT Singh; Chapter - 14: Technology branding: Building long-term value in a system-update world - Howard Breindel, Jonathan Paisner and Seth Margolis; Chapter - 15: Football brands - Sue Bridgewater

Über Autor(innen)

Kompella, Kartikeya
Kartikeya Kompella is the Founder of Purposeful Brands and was part of India's first brand consultancy. He has written for many websites on branding and ran a column on Interbrand's web portal brandchannel.com for 5 years. He is a past nominee for the John and Mary Goodyear Award for Excellence in International Market Research and has spoken at various international conferences on cause related branding and other marketing topics. In addition to being the editor of The Brand Challenge (Kogan Page), he is the editor of The Definitive Book of Branding and author of Building Brands, Building Meaning and Applying the Branding Iron.

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.