Product Description

This is not a ′how to′ book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world′s largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions – such as acting as a source of trust or a predictor of quality.

Product Details

• Amazon Sales Rank: #466397 in Books
• Published on: 2004-09-10
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 286 pages

Review
“…would make an ideal gift for anyone interested in marketing and the management of brands…” (Campaign, 10^th December 2004)

“…helps gain sight of what brands are really for in a business context…brings clarity, simplicity and brevity to the subject...” (Brand Strategy, March 2005)

′Brands are moving to the centre of business. Top management need to understand how to manage the potential of brands and this book will help.′––Sir Niall FitzGerald, Chairman of Reuters (former Chairman of Unilever)

′I do not believe there is a successful company left in the world that seriously questions the importance of brands but to manage brands profitably means accepting their complexity. For those of us who continue to grapple with these complexities, this book offers welcome new insights and case–based guidance.′––Sir Martin Sorrell, Chairman of WPP Group plc

′This book organises the best thinking on brands from around the world. It helps readers understand the power of brands and guides them on how to make the case for brand investment.′––Professor John Quelch, Associate Dean of Harvard Business School

′Brands play a vital role in business by setting expectations, motivating employees, attracting talent, strengthening relationships, and by building emotional bonds with consumers. As this book demonstrates, everybody is in the business of brands.′––Shelly Lazarus, Chairman and Chief Executive, Ogilvy & Mather Worldwide"

Review
“…would make an ideal gift for anyone interested in marketing and the management of brands…” (Campaign, 10^th December 2004)

“…helps gain sight of what brands are really for in a business context…brings clarity, simplicity and brevity to the subject...” (Brand Strategy, March 2005)

From the Inside Flap
‘Brands are moving to the centre of business. Top management need to understand how to manage the potential of brands – and this book will help.’  Sir Niall FitzGerald, Chairman of Reuters (former Chairman of Unilever)

‘I do not believe there is a successful company left in the world that seriously questions the importance of brands – but to manage brands profitably means accepting their complexity. For those of us who continue to grapple with these complexities, this book offers welcome new insights and case–based guidance.’  Sir Martin Sorrell, Chairman of WPP Group plc

‘This book organises the best thinking on brands from around the world. It helps readers understand the power of brands and guides them on how to make the case for brand investment.’  Professor John Quelch, Associate Dean of Harvard Business School

‘Brands play a vital role in business – by setting expectations, motivating employees, attracting talent, strengthening relationships, and by building emotional bonds with consumers. As this book demonstrates, everybody is in the business of brands.’  Shelly Lazarus, Chairman and Chief Executive, Ogilvy & Mather Worldwide

Customer Reviews

Finally - a hard-headed business book about brands
It's so hard to find books on branding which aren't faddish, gimmicky, or written by wannabe-gurus, but I think this is definitely one of them. As the title suggests, it's a hard-headed business book about brands, and there aren't many of them about. It's also very readable, with plenty of stories and case studies, all written in a "no-nonsense" style. The two authors are both working at a major advertising agency, and you get the feeling this book has had some resources put behind it. It's obviously been thoroughly researched (the list of sources is valuable in its own right), although the book lacks for any specific guidance on further reading. Overall it's a thorough, useful "work-horse" of a book - probably it will find its place on people's shelves alongside well-thumbed brand classics such as Aaker.

A clearly argued approach to branding
This book presents a good, clear and concise case for brands and their importance in driving business value.

If you are a student of marketing or a marketer looking to make your case for brand investment at board level this is the book for you.

Very interesting.
I bought some books about this subject and, until now this is the best. Its clear, well structured and deep enough. It will be of good use in the future, as a reference.