The Complete Idiot's Guide to Brand Management

by Patricia F. Nicolino

Whether you are the manager of a large corporation or the owner of a small business, you need to know how to build and maintain powerful brands. This book will help you make decisions about the... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0028639928
• ISBN13: 9780028639925
• Release Date: December 2000
• Publisher: Penguin Putnam
• Length: 330 Pages
• Weight: 1.35 lbs.
• Dimensions: 0.9" x 7.4" x 9.1"

Customer Reviews

Don't be put off by the title

It has been a few years since I read this book, but after scanning through it recently I can say that it still holds up today. Not only is this book a great introduction to branding and brand management, but it is a crash-course in business management. I think that all marketers should read this book and certainly all business managers will get something out of it. If it makes you feel better, put a plain brown cover on it and keep it hidden from sight from others in your office. You'll be glad you did. This book still stands as the most concise, clearest and most approachable introduction to the topic that I have read. - Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)"

Good introduction to brand management

In this book, Patricia F. Nicolino does a good job of exploring the basic concepts and issues of Brand Management in concise and interesting manner. She provides a good coherent definition of Brand Management as "a particular organizational design and the responsibilities that flowed from it...." (Ironically, this is something many brand managers can not articulate in a few sentences.) She also makes good use of capsules that contain all the key buzzwords prevalent in the business along with simple definitions. The author should also be commended for devoting a few pages to discussing some of the difficulties that the brand management paradigm had experienced in the last decade or two, (Something many brand management devotes and unwilling to do.) as well as devoting a few pages to efficient consumer response and category management, which contested some of the basic ideas that had become universally accepted in brand management circles. Anyone buying the book should know that although the author attempts to explain how the brand management paradigm functions in a number of different industries, it is clear that her background is in consumer packaged goods. CPG is definitely the industry where the contents of this book are most relevant. One major omission in the book is the lack of a bibliography or any suggestions for further reading.

Great book!

Kudos to the author of this book! She is no idiot, that's for sure. She certainly seems to have a great deal of experience and knowledge to share. I've never read any of the other "idiot" books but found this one to be most helpful and quite an easy read. I bought it because I myself am developing a new business. This book gave me a great deal of useful information and truly served as a creative spark for new ideas. (Keep a pen & paper nearby when you read it!) If you have any interest in finding new ways to make your mark in the marketplace, I would recommend this book as a must read!