The Essential Brand Book: Over 100 Techniques to Increase Brand Value

By Iain Ellwood

Book Overview

Powerful brand management is as vital for a niche entrepreneur, small business or charity as it is for a multinational corporation. Any organization that provides a product or service needs to establish its point of differentiation and communicate its benefit to its customers.

The Essential Brand Book helps you build a strong brand to provide the key communication with customers, create critical differentiators in the marketplace, shape internal company culture, leverage the intellectual assets of the business and generate increased business performance.

Fully updated to include current brand issues, The Essential Brand Book is a companion resource for anyone involved in branding. It contains over 100 business models and techniques for building brand value and is illustrated throughout with case studies. The book is divided into four key areas
-Brand communication
-Brand definition
-Brand equity
-Brand strategy

• Format: Paperback
• Language: English
• ISBN: 0749438630
• ISBN13: 9780749438630
• Release Date: August 2002
• Publisher: Kogan Page
• Length: 336 Pages
• Weight: 1.26 lbs.
• Dimensions: 1.0" x 6.2" x 9.1"

Customer Reviews

Right on the mark

Iain Ellwood hits the mark with this book. A large amount of information is succintly and clearly organized, showing his obvious expertise in all aspects of branding. The case studies he presents are well thought out and show not only the scope of his experience, but the spectrum of aspects the subject of branding covers.I have read or perused many books on branding over the years and this one is DEFINITELY a must-have for anyone in the industry.

Book of the Week, Marketing magazine

Iain Ellwood is a renowned speaker on branding issues and I was interested in finding out what his new book (Kogan Page £22,50) had to say on branding. From the beginning I found myself agreeing with Iain. Yes, the terms `brand' and `branding' have become overused, and as a consequence devalued. Iain re-assesses all the essential components of branding management, describing them with clarity. He uses numerous business models and `over 100 techniques' (so it says on the front cover), to demonstrate how to develop brand value in four main areas: communication, equity, definition and strategy. I particularly liked the structure of the book. It turns out to be not only and enthralling read but an effective reference book as well. The contents are divided under the headings and then subdivided into chapters, providing a step-by-step analysis of the branding process.The diversity of case studies he uses makes the book relevant to anyone involved in branding. From straightforward theory to a re-evaluation of management concepts, the book offers enough information to interest even the most experienced brand manager, while being comprehensive enough to teach students with no previous branding experience. The Essential Brand Book is exactly what it says - essential!Rob Gray is managing director at Mercier Gray

An absolute must

Having read many excellent books on 'branding' over the years, this book is a 'must'. Iain Ellwood provides the reader with over 100 business models and techniques for building brand value in four key areas: brand communication; brand definition; brand equity and brand strategy. The book is comprehensive in content and well structured for ease of use - each chapter includes an introduction, the author's objectives for the chapter, content and a summary. In addition, the author has masterfully brought the content to life through the use of visual illustrations and lively case studies.Essential for anyone who is interested or involved in the management and communication of brands.