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Understanding Brands, Peter Cheverton, Kogan Page, 139 pages, £8.99, ISBN 0-7494-4665-X
This book is aimed both at people who own a brand and at those who support a brand. It is not written specifically for teachers and students. However, I think there is much in this book to recommend to student and teacher alike. It is a short book in three parts and 17 chapters.
* Part I: defining the brand - its purpose and benefits discusses ideas such as the brand as an emotional charge, a personality and a mark of loyalty.
* Part II: brand management - the strategy discusses ideas such as branding and segmentation, brand positioning and brand architecture.
* Part III: brand management - the implementation considers issues such as positive associations, advertising and its problems, and agencies and brands.
Essentially this is a fireside chat with slides. Recognising that marketing is just a list of words and phrases unless there...