Brands and Branding / Edition 1

by Stephen Brown

Overview

A fun and humorous introductory book that helps readers to begin to make sense of brands - what they are, what they do, why and how - through theory made enjoyable by plenty of current examples.

Product Details

ISBN-13:	9781473919525
Publisher:	SAGE Publications
Publication date:	09/14/2016
Edition description:	First Edition
Pages:	296
Product dimensions:	6.60(w) x 9.50(h) x 0.70(d)

About the Author

Stephen Brown is Professor of Marketing Research at Ulster University, UK. He has written numerous books including Fail Better, Free Gift Inside and Wizard: Harry Potter’s Brand Magic, the last of which was translated into twelve languages. Once described as ‘the Antichrist of marketing’, his articles have appeared in the Journal of Marketing, the Journal of Consumer Research and theHarvard Business Review, among many oth­ers. A life-long jogger, who believes Nike is second to none, he writes comic novels in his spare time.

Table of Contents

INTRODUCTION
Chapter 1: The Rudiments of Branding
PART I: COMPONENTS
Chapter 2: Brand Names Matter
Chapter 3: Emblems, Slogans, Mascots and More
Chapter 4: Brands Tell Stories
PART II: COMMANDMENTS
Chapter 5: Brands are Living Things
Chapter 6: Consumers Beware
Chapter 7: Brand Management
Chapter 8: Expanding the Brand
PART III: CONSTRAINTS
Chapter 9: The Brand Stops Here
Chapter 10: The Dark Side of the Brand
Chapter 11: Pop Goes the Brand
CONCLUSION
Chapter 12: The Brand Finale

Editorial Reviews

Brown's Ten Commandments of Branding offer a concise roadmap of dos and don'ts for brand success! [The book] devotes chapters to the components of brands (logos, names), their roles (they tell stories), their lives (brands are alive!), etc. Along with offering helpful reading lists at the end of each chapter, [and] "brand task" exercises to get you to think about brands from a variety of perspectives. One of my favorite passages is his overview of Robert Cialdini's views on persuasion and how they are relevant to brands.

Joe Rydholm