Promotional Information

The first book to examine how brands are built in different categories Contributions from the world's leading branding experts in their field, from Jean-Noel Kapferer on Luxury to Mike Symes on Finance Allows the reader to not only learn the rules for applying branding in specific categories but also employ successful branding

Table of Contents

• • 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

About the Author

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.

Reviews

"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*