The Essential Brand Book

Citation

(2003), "The Essential Brand Book", Work Study, Vol. 52 No. 6. https://doi.org/10.1108/ws.2003.07952fae.002

The Essential Brand Book

The Essential Brand Book

Iain Ellwood

Kogan PageISBN: 0-7494-3863-0£16.99

Branding is one of those issues whose importance seems to depend on "where you are coming from". For non-marketing specialists, it is often derided; to marketing specialists, it is very important. The author suggests that there is a strong case for putting branding first when thinking about business, and goes on to describe what this means in practise. There are four main sections:

1. 1.

   brand communication;

2. 2.

   brand definition;

3. 3.

   brand equity; and

4. 4.

   brand strategy.

Together these cover the differing perspectives of branding and their impact on business development and success. They provide a good understanding of the key role that branding can play as a communication medium between a business and its market-place; and go most of the way to filling that gap between the marketing specialists and the rest of us. Within these pages, there are over 100 business models and techniques for building brand value – they show the author's comprehensive grasp of the subject and provide a valuable resource for anyone involved in brand issues.