Designing Brand Experience: Creating Powerful Integrated Brand Solutions

Book Description

In today's competitive marketplace, establishing a creative and comprehensive branding program is crucial to achieving business success. This dynamic new book from best-selling author Robin Landa is an all-inclusive guide to generating ideas and creating brand applications that resonate with an audience. A highly visual examination of each phase of the branding process includes comprehensive coverage of the key brand applications of graphic design and advertising. Readers gain valuable insight into the art of designing individual brand applications-brand identity, promotional design, identification graphics, web sites, advertising, and unconventional/guerilla formats, among others-while benefiting from the thoughtful commentary and full-color branding work of award-winning designers and creative directors worldwide.

Customer Reviews:

Horribly designed, can't stop puking.......2007-03-01

I've never seen a book so poorly designed since my junior high health book. I thought this book looked good based on other reviews on amazon but once I opened it up all I see is horrible design. The book is based on an atrocious grid, with horriblly uninteresting typography, and a "let's try to hit every base, even if it's only for a couple of lines" attitude to the content.

The content is written like a junior high essay. I don't mean in the way the author articulates herself, what I mean is how she touches on subjects so briefly as if she was required to by somebody else. The intro for example contains a brief (brief brief) history of just about every part of design, but in a bulleted format like she was giving a lecture. There's just no heart in the content.

Overall, the whole thing looks like a powerpoint presentation and I'm so disgusted by what I see that I can't even get past the first two chapters. I'm selling this book and getting my money back for something more worth while.

Beginner's Guide to Branding..........2006-11-06

Good book for newbie advertising professionals. Unlike other theory books, this follows a step by step guide for creating a brand.

Make sure you understand what a brand is first, though... read "The Brand Gap" first.

Future oriented.......2006-03-20

I've read all the current and classic books on branding and brand identity. No one author, other than Landa, really sees the future of branding so clearly-Landa tells it like the big guns at Ogilvy and Landor! Love the term "experiences" which includes the audience as a major player in the brand.

The Best Book on Branding.......2006-01-05

I have been creating and teaching about brand experiences for almost twenty years and Robin Landa's book is the best I have ever read.

Average customer rating:

Reviewed by International Corporate Branding Centre
bible for branding

Creating Powerful Brands, Third Edition
Leslie de Chernatony , and Malcolm McDonald
Manufacturer: Butterworth-Heinemann
ProductGroup: Book
Binding: Paperback

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ASIN: 0750659807

Book Description

This is the third edition of one of world's most respected and successful books on branding. Written by an internationally acclaimed branding expert and author of From Brand Vision to Brand Evaluation, it has been comprehensively revised and updated with a raft of new cases and examples.

The book gives the professional and the student a deep understanding of the functioning and management of the modern brand and contains:

* Powerful analysis of new areas such as e-branding and e-marketing
* A completely new set of advertising and brand images to illustrate key points
* A powerful analysis of the key drivers of brand value

There can be no doubt that the power of brands in the international marketplace is still growing, and that Creating Powerful Brands, third edition, can explain both why and how they work.

* Comprehensive coverage of brand management
* Applications orientated, yet grounded on solid theory
* Frameworks organizing the principles of brand building

Customer Reviews:

Reviewed by International Corporate Branding Centre.......2001-04-30

Quick review : experienced practitioners and academics 2.5 stars - comes across as a student textbook, ideal for undergraduates or others looking for an up to date thorough introduction to the topic. However, it is doubtful if more advanced academics or already knowledgeable practitioners will appreciate the format or simple checklists given.

Full Review : This book's aim is to clarify the concept of brands, help plan for building powerful brands, and ensure a better return of investment.

Part one is a basic introduction to what brands and branding are, what different types there are, how brands have developed and why they are important.

Part two looks at effective brand management for consumer, business to business, service and retailer brands. It covers issues such as how consumers make choices and how these can be influenced, psychological and social aspects of consumer brads, and how consumers use brands for communication. The section on business to business brands cover how organisations buy brands and how this market is different to the consumer market. The section on service brands covers case studies from the financial and insurance markets, the differences between goods and services marketing, the roles of employees and customers in the delivery of service brands, and how these roles can be designed to strengthen service brands.

The authors argue that what is needed for the marketing of services is a fine-tuning of the existing branding theories and not a completely new theory.

Part two finishes off with a look at the growing power of retailers, who are increasingly producing good quality own brands.

Part three of the book is called 'Winning the brands battle' and it looks at ways of positioning and sustaining brands and brand added values, and how to fight off competitors. It also looks at brand planning. The authors argue that it is important to recognise and communicate core values, and keep them consistent.

The last chapter of the book looks at brand equity - how the health of a brand can be measured.

The Chartered Institute of Marketing produces books for students and practitioners, and this book does come across as a student textbook. It is a very well written textbook, ideal for undergraduates or others looking for an up to date thorough introduction to the topic. However, it is doubtful if more advanced academics or already knowledgeable practitioners will appreciate the format, with key arguments and definitions already noted in the margins, basic discussion about what marketing and brands are, frequent summaries and outlines of the conclusions.

Each chapter has a 'Marketing action checklist' at the end, which contains suggestions for organisations. However, even these look a bit like exam questions or tutorial exercises. For example, the checklist for chapter two suggests that you should 'Write down what you understand by the term 'brand' and compare your views with those of your colleagues.

On a minor point, non-UK readers may be unfamiliar with some of the companies mentioned in passing, for example Sainsbury and Hovis.

This book is of a different nature than Kunde's Corporate religion (see review at this site), which is more practitioner orientated and inspirational.

Creating Powerful Brands covers the basic concepts of branding, and for someone who is trying to improve his/her company's branding strategy the center would recommend them to read de Chernatony's and McDonald's book first in order to brush up on any weak areas of knowledge, and then Kunde's book as inspiration and motivation.

bible for branding.......2000-11-07

iam a marketing executive currently passed out of the b school.iam feeling sorry for not coming across this book in my school.excellent book.starts with a saying for the need of a brand and how a product is perceived as brands by customer quoting the famous pepsi and coke fight on customers mindshare, the blind test and all.this book not only says about the branding of the products but also branding of the various services and also how to do the branding for business to business transaction also.the author clearly mentions the straegies for the dealer outlets ,retail shops and also says in what way these branding can be converted to make profits.lot of advertisements also reprinted for explaining the role of advertising in building the brands.reference they have mentioned is extremely good.all the brand management experts names are mentioned. a good book for all students ,beginners and practitioners of branding.

Creating Powerful Brands: The Strategic Route to Success in Consumer, Industrial and Service Markets (Bh Marketing Series)

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Creating Powerful Brands: The Strategic Route to Success in Consumer, Industrial and Service Markets (Bh Marketing Series)
Leslie De Chernatony , and Malcolm H.B. McDonald
Manufacturer: Focal Press
ProductGroup: Book
Binding: Paperback

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Book Description

Professor Roemer's goal in this book is to give a rigorous view of classical Marxian economic theory by presenting specific analytic models. The theory is not extended to deal with new problems, but it is deepened: Marxian theory is given micro-foundations and upon those foundations the author begins to rebuild a tightly constructed Marxian economics. The book begins, after a methodological introduction, with an examination of the Marxian notion of equilibrium and the theory of exploitation, and goes on to deal with the theory of the falling rate of profit. The next section explores one of the points made in the first section of the book, that the Marxian theory of exploitation can be constructed completely independently of the labor theory of value as a theory of exchange. Technical study of this problem allows comment on various issues, such as the relative importance of "marginal utilities" and "class struggle" in determining relative prices. The final part examines models of various Marxian concepts.

Customer Reviews:

A must-have, best with books taking different positions.......2007-05-12

The book collects Roemer's early papers about Marxian Economic Theory. Roemer presents and extends the famous results by Morishima and Okishio, and adds his own insights on the theory of class and exploitation. Following Steedman, Roemer discredits the labor theory of value as unnecessary to account for exploitation.
The analytical rigor in treating the subject is among the things that make the book worth buying for anyone interested in mathematical economics: sitting down with paper and pencil for a couple of months in reading the book will be a beautiful intellectual experience, and it will add a whole set of "weapons" to the neoclassically trained economist.
There is maybe too much emphasis on the equilibrium method. One might also want to know that the labor theory of value can be rescued very elegantly and insightfully. To have a full analytical preparation on Marx, Roemer's book is best bought together with the books by FoleyUnderstanding Capital: Marx's Economic Theory
Money, Accumulation and Crisis (Fundamentals of Pure and Applied Economics, Vol 2)

Analytical Foundations of Marxism (Studies in Marxism and Social Theory)

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Yes, Marx is still relevant in the 21st century

Analytical Foundations of Marxism (Studies in Marxism and Social Theory)

Manufacturer: Cambridge University Press
ProductGroup: Book
Binding: Hardcover

Theory | Economics | Business & Investing | Subjects | Books

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ASIN: 0521300258

Book Description

As John Roemer says in his introduction to this volume, ‘During the past decade, what now appears as a new species in social theory has been forming: analytically sophisticated Marxism. Its practitioners are largely inspired by Marxian questions which they pursue with contemporary tools of logic, mathematics, and model building … These writers are, self-consciously, products of both the Marxian and non-Marxian traditions.’ This volume assembles substantial and original essays, both published and unpublished, by some of the leading practitioners of ‘analytical Marxism’. The essays discuss a number of the fundamental issues of Marxian thought as well as questions that conventional Marxists see no need to raise. They exemplify the ways in which analytical Marxists are beginning to reinvigorate the Marxian tradition and, in doing so, to break down the barriers that have divided it from other forms of social theory. The volume will make an excellent textbook and an ideal introduction to this new approach.

Customer Reviews:

Yes, Marx is still relevant in the 21st century.......2001-01-19

An interesting book, taking, as its title suggests, an analytical approach to Marxist ideas. Since there is no sense of sola scriptura among Marxists, every idea and assumption is open to critique (more so, even then among capitalists, for whom profit is an unquestionable Good). Tools such as game theory help bring Marxist ideas into better focus. Interestingly, many of the authors reach contradictory conclusions. As is all-to-common among contemporary social scientists, there is a tendency to obfuscate the prose with needless mathematics, but there is still quite a bit to be learned here.

Foundations of Analytical Marxism (International Library of Critical Writings in Economics)

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Foundations of Analytical Marxism (International Library of Critical Writings in Economics)

Manufacturer: Edward Elgar Publishing
ProductGroup: Book
Binding: Hardcover

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Money and abstract labour: On the analytical foundations of political economy

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Money and abstract labour: On the analytical foundations of political economy
Ulrich Krause
Manufacturer: NLB
ProductGroup: Book
Binding: Unknown Binding

Theory | Economics | Business & Investing | Subjects | Books

Customer Reviews:

Concise guide to OSHA's biggest issues.......2000-09-21

Great read. Easy to follow and use. Terrific reference. Not wordy or obtuse like most books on the subject

Concise guide to OSHA's biggest issues.......2000-09-21

Not wordy, vague, or obtuse like most books on the subject. A quick read and great reference.

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