Advanced Brand Management

Rating:
Summary: Essential reading
Review: This book presents easy-to-understand theories with eye-opening examples. It provides food for thoughts to those who are serious about developing brands. After reading it, you will understand why Philip Kotler described it as one of the best books on brand management.

Rating:
Summary: If you're serious about marketing on the Internet ...
Review: This book worked so well for me, I'm being presented at the International Coach Federation conference as an example of branding! I also brand clients on the Internet, and found this book tremendously helpful. It gave me theory, but also vocabulary for explaining complex concepts to clients -- as to why I insisted on this or that for their websites, email responses, etc. For instance, Mr. Temporal asked research participants to rate personalities of two companies with Internet presences. He found that consumers preferred to buy from the company that appeared "easy going, modest, helpful, caring, approachable, and interested," rather than those that appeared "sophisticated, arrogant, efficient, self-centered, distant and disinterested." And, not surprisingly, the latter company was ahead in the competition. It helped me resolve those efficiency-care issues we face. If you're serious about having a branded presence on the Internet, I'd take a look at this book if I were you.

Rating:
Summary: If you're serious about marketing on the Internet ...
Review: This book worked so well for me, I'm being presented at the International Coach Federation conference as an example of branding! I also brand clients on the Internet, and found this book tremendously helpful. It gave me theory, but also vocabulary for explaining complex concepts to clients -- as to why I insisted on this or that for their websites, email responses, etc. For instance, Mr. Temporal asked research participants to rate personalities of two companies with Internet presences. He found that consumers preferred to buy from the company that appeared "easy going, modest, helpful, caring, approachable, and interested," rather than those that appeared "sophisticated, arrogant, efficient, self-centered, distant and disinterested." And, not surprisingly, the latter company was ahead in the competition. It helped me resolve those efficiency-care issues we face. If you're serious about having a branded presence on the Internet, I'd take a look at this book if I were you.