 | | | BRANDS—Drive the company’s strategy, bring meaning to employees, instil passion in consumers, and maintain their appeal overtime and across countries. |
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| The growing body of knowledge on branding has meant that there are now more facets of branding that brand custodians need to know than ever before. A unique compilation of branding experts, The Definitive Book of Brandingaddresses the needs of branding professionals across the world. It celebrates diversity of approach and expression in branding and exposes the reader to a lot of varied but valuable lessons on branding. This book is for anyone with an interest in branding and its role in today’s culture, both in society as a whole and inside organizations, and its future as a powerful agent for positive change. Read More | | Advance Praise! | | “You will benefit from the amazing scope of content, perspectives, and authors in The Definitive Book of Branding. There are original and useful ideas in every chapter.” | —David Aaker,
Author of Brand Relevance: Making Competitors Irrelevant | | "This book provides an excellent and insightful set of chapters on how to build and manage brands by some of the best-known experts on the topic. A must read for brand builders!” | —Amitava Chattopadhyay,
INSEAD Chair Professor, Marketing and Innovationd | | “Kompella has marshaled an outstanding body of brand thought, both contemporary and timeless, paying into my own beliefs and prejudices. This book is a great starting point to understanding branding success today.” | —Phil Chapman
Vice President Equity and Communication, Global Chocolate,
Mondelez Internationale |
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| | | Contributing Authors | - Al Ries
- Adam Morgan
- Kartikeya Kompella
- Jan Lindemann
- Richard Mosley
- Arunima Kapoor
- Derek Day
| - Mark Batey
- Michael B. Beverland
- Nicholas Ind
- Tom Blackett
- Clare Fuller
- Patrick Hanlon
- Kevin Roberts
| - Douglas Atkin
- John Simmons
- Daryl Travis
- Jean-Noël Kapferer
- Sicco van Gelder
- Helen Edwards
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| | About the Editor |  Kartik Kompella is the founder of Purposeful Brands. He is the author of ‘Building Brands, Building Meaning’, and ‘Applying the Branding Iron’. Kartik has written for many websites on branding and run a column on Interbrand’s web portal brandchannel.com for five years. He is a regular contributor of papers to WARC. Kartik has been associated with brands in various ways from an advertising planner, brand consultant, DM & CRM professional to marketer. He has worked in different roles from a brand consultant in India’s first brand consultancy to President of Lowe & Partner’s DM division. Read more |
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