The Brand Challenge: Adapting Branding to Sectorial Imperatives

The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of sectors including luxury goods, finance and not-for-profit; it proves essential reading for anyone involved in branding decisions or wanting to know more about the branding process.

Edited by leading brand analyst Kartikeya Kompella, The Brand Challenge explains the nuances of building brands in different industries with a chapter devoted to each to give the reader the most up-to-date understanding of how to apply brand theory.

It contains original contributions from many of the world's leading brand experts who lift the veil on brand building in their specific sector. The book encourages readers to apply practices from one category to another to foster innovation in brands and successful brand building.

Contributing authors:
Al Ries (focus), Tony Allen (identity), Peter Fisk (innovation), Allen Adamson (brand), Professor Jean-Noël Kapferer (luxury), Jesko Perrey (retail), Thomas Meyer (retail), Simon Glynn (B2B), Michael D'Esopo (B2B), Professor Walter McDowell (TV), Mike Symes (finance), Jocelyne Daw (non-profit), Professor Joseph Hancock (fashion), Professor John O'Neill (hospitality), Jeremy Hildreth (city), JT Singh (city), Howard Breindel (technology), Sue Bridgewater (football)

Author: Kartikeya Kompella
Publisher: Kogan Page
Published: 11/25/2014
Pages: 360
Binding Type: Paperback
Weight: 1.12lbs
Size: 9.21h x 6.14w x 0.75d
ISBN: 9780749470159

Review Citation(s):
Choice 04/01/2015 pg. 1364

About the Author
Kartikeya Kompella (editor) is the author of Applying the Branding Iron and Building Brands, Building Meaning. He is also the editor of The Definitive Book of Branding. Kartikeya has written on branding for many websites and ran a column for five years on brandchannel.com.