AIain Ellwood , «The Essential Brand Book: Over 100 Techniques to Increase Brand Value »
Kogan Page | ISBN: 0749438630 | 2 edition December 17, 2002 | PDF | 321 Pages | 1 MB
“Essential!” – Marketing magazine “A must for marketing and business professionals alike.” – Sales Director This fully updated paperback edition of “The Essential Brand Book” is a companion resource for anyone involved in brand issues and contains over 100 business models and techniques for building brand value. The book is divided into four key areas: brand communication, brand definition, brand equity, and brand strategy, and describes techniques with appropriate case studies.
"In today's global marketplace brand names such as Kellogg's, Disney, and Heinz have become more important than ever, enabling consumers to quickly find specific products, develop their own personalized consumption habits and communicate an image to others. It is not enough anymore for a product just to fulfill a utilitarian or generic pupose. It must also have a name, preferably a highly recognized and respected one. Thus, as Ellwood (international makerting and brand consultant) emphasizes in his book brand creation and brand management are essential for business success and profitability. In a world with many choices vying for the consumer's attention, it is the brand's job to act as the "connection and mode of communication between the producer and the consumer." Ellwood divides the book into four sections–brand communication, brand definition, brand equity, and brand strategy–and addresses a broad range of topics. In this regard, the book makes a useful reference source, but it does not discuss the brands cited in depth or provide step-by-step details of what it takes to build a brand