The Brand Challenge: Adapting Branding to Sectorial Imperatives (Paperback) (ISBN-13: 9780749470159)

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-No? 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)

Author: Kartikeya Kompella
ISBN-10: 0749470151
ISBN-13: 9780749470159
Publisher: Kogan Page
Language: English
Published: 11/25/2014
Pages: 360
Format: Paperback
Weight: 1.22lbs
Size: 9.29h x 6.18w x 0.79d

Review Citation(s):
Choice 04/01/2015 pg. 1364