The Business of Brands [Hardcover]

Jon Miller (Author), David Muir (Author)

Book Description

ISBN-10: 0470862599 | ISBN-13: 978-0470862599 | Publication Date: November 8, 2004 | Edition: 1

This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a source of trust or a predictor of quality.

Editorial Reviews

Review

“…would make an ideal gift for anyone interested in marketing and the management of brands…” (Campaign, 10^th December 2004)

“…helps gain sight of what brands are really for in a business context…brings clarity, simplicity and brevity to the subject...” (Brand Strategy, March 2005)

'Brands are moving to the centre of business. Top management need to understand how to manage the potential of brands and this book will help.'--Sir Niall FitzGerald, Chairman of Reuters (former Chairman of Unilever)

'I do not believe there is a successful company left in the world that seriously questions the importance of brands but to manage brands profitably means accepting their complexity. For those of us who continue to grapple with these complexities, this book offers welcome new insights and case-based guidance.'--Sir Martin Sorrell, Chairman of WPP Group plc

'This book organises the best thinking on brands from around the world. It helps readers understand the power of brands and guides them on how to make the case for brand investment.'--Professor John Quelch, Associate Dean of Harvard Business School

'Brands play a vital role in business by setting expectations, motivating employees, attracting talent, strengthening relationships, and by building emotional bonds with consumers. As this book demonstrates, everybody is in the business of brands.'--Shelly Lazarus, Chairman and Chief Executive, Ogilvy & Mather Worldwide"

From the Inside Flap

‘Brands are moving to the centre of business. Top management need to understand how to manage the potential of brands – and this book will help.’  Sir Niall FitzGerald, Chairman of Reuters (former Chairman of Unilever)

‘I do not believe there is a successful company left in the world that seriously questions the importance of brands – but to manage brands profitably means accepting their complexity. For those of us who continue to grapple with these complexities, this book offers welcome new insights and case-based guidance.’  Sir Martin Sorrell, Chairman of WPP Group plc

‘This book organises the best thinking on brands from around the world. It helps readers understand the power of brands and guides them on how to make the case for brand investment.’  Professor John Quelch, Associate Dean of Harvard Business School

‘Brands play a vital role in business – by setting expectations, motivating employees, attracting talent, strengthening relationships, and by building emotional bonds with consumers. As this book demonstrates, everybody is in the business of brands.’  Shelly Lazarus, Chairman and Chief Executive, Ogilvy & Mather Worldwide

See all Editorial Reviews

Product Details

• Hardcover: 286 pages
• Publisher: Wiley; 1 edition (November 8, 2004)
• Language: English
• ISBN-10: 0470862599
• ISBN-13: 978-0470862599
• Product Dimensions: 9.3 x 6.3 x 0.9 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #2,260,130 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

4.0 out of 5 stars Good, but a few too many typos, March 11, 2009

By 

M. Golosinski "rasputin7771" (Evanston, IL United States) - See all my reviews
(REAL NAME)   

This review is from: The Business of Brands (Hardcover)

The authors present a strong framework for the subject, and the book is engaging. But there is a concern I have about the number of typos in the text. This undermines credibility and should have been caught during editing. That said, the content itself appears valuable and insightful.

5.0 out of 5 stars Highly recommended, July 7, 2005

By 

Clinton Scott - See all my reviews

This review is from: The Business of Brands (Hardcover)

I read this book cover to cover in 2 days. It's one of those few business books that provide a comprehensive overview of the subject while keeping the reader engaged and entertained.

It's a great read for those anyone interested in the role of Brands in business and society. Beware though, it's not an academic work, and it's not a "how to" recipe book.