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Title: Harvard Business Review on Brand Management (The Harvard Business Review Paperback Series) by Erich Joachimsthaler, David Kenny, Vijay Vishwanath, Mark Jonathan, David A. Aaker, John A. Quelch ISBN: 1-57851-144-5 Publisher: Harvard Business School Press Pub. Date: August, 1999 Format: Paperback Volumes: 1 List Price(USD): $19.95 |
Average Customer Rating: 4.43 (7 reviews)
Rating: 2
Summary: Great ten years ago
Comment: This would have been a great read in 1995; however, the statistics and points made seem very dated given today's reality of fragmented segments, consolidated grocery distribution and strength of private label.
This is a good read if you are interested in how issues have changed since '94.
Rating: 5
Summary: Great for perspectives but not a full picture of branding
Comment: This is a great collection of thoughtful "perspectives" on brand related issues, some very thoughtful (e.g., the one on extending premium brands with Transition health clubs as the lynchpin) and others somewhat perplexingly dichotomous (e.g., a chapter on the perils of line extensions which is immediately succeeded by another on the logic of line extensions leaving the reader with no cogent framework for how to decide between the two).
The "book" is structured as a collection of essays, each of which takes up a case study with an actual company and then presents the views of several big-tyke experts about branding issues that the company was faced with. This makes it a fascinating read as a case study guide. An attempt to weave these scattered insights into a summary recommendation at the end of each essay, or at least some mention of what the client in question actually ended up doing, would have been even more useful. Sans such synoptic editing, this book ends up being little more than thought piece for the branding experts on some issues that pertain to corporate identity (and the marketing bottomline) but this is by no means a holistic branding reference as one of the other reviewers seemed to indicate.
All the same, I would still give it is a 4 star for its readability, for the breadth and the reality of the cases picked for discussion, and for the sharpness/relevance of the insights that went into discussing them. Should be a no-brainer of a buy if you are interested in the identity/advertising/marketing strategy industry in any way, especially as a real-world companion to any of Aaker's works.
Rating: 5
Summary: It's worth to buy it, read it, and think about it.
Comment: This collections would absolutely give either the managers in business war or students in acdemic area some fresh insights of "Brand". Most people misunderstand the true meaning of a brand, so they make wrong decisions when facing consumers' wants. You can get new ideas about your business positioning, your strategy, or media policy. Students also should read it, because it will help you to clarify your concept about what "brand" mean. I recommend it to you.
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Title: Harvard Business Review on Marketing by Harvard Business Review, Harvard Business School Press ISBN: 1578518040 Publisher: Harvard Business School Press Pub. Date: 07 May, 2002 List Price(USD): $19.95 |
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Title: Emotional Branding: The New Paradigm for Connecting Brands to People by Marc Gobe, Sergio Zyman, Marc Gob ISBN: 1581150784 Publisher: Allworth Press Pub. Date: 15 January, 2001 List Price(USD): $24.95 |
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Title: The 22 Immutable Laws of Branding by Al Ries, Laura Ries ISBN: 0060007737 Publisher: HarperCollins Pub. Date: 17 September, 2002 List Price(USD): $18.95 |
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Title: Building Strong Brands by David A. Aaker ISBN: 002900151X Publisher: Free Press Pub. Date: December, 1995 List Price(USD): $28.00 |
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Title: Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands by Alina Wheeler, Alina R. Wheeler ISBN: 0471213268 Publisher: John Wiley & Sons Pub. Date: 15 January, 2003 List Price(USD): $35.00 |
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