Harvard Business Review on Brand Management (Harvard Business Review Paperback Series) (Paperback)

by Erich Joachimsthaler (Author), David A. Aaker (Author), John Quelch (Author), David Kenny (Author), Vijay Vishwanath (Author), Mark Jonathan (Author) "COSTS, MARKET FRAGMENTATION, and new media channels that let customers bypass advertisements seem to be in league against the old ways of marketing..." (more)
Key Phrases: United States, Hugo Boss, Body Shop (more...)

Editorial Reviews

Product Description
Leading minds and landmark ideas in an easily accessible format from the preeminent thinkers whose work has defined an entire field to the rising stars and who will redefine the way we think about business, "The Harvard Business Review Paperback Series" delivers the fundamental information today's professionals need to stay competitive in a fast-moving world. With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. "Harvard Business Review on Brand Management" provides the latest strategies for maximizing the value of your brands and products. It is a "Harvard Business Review" paperback.

About the Author
Since 1984, Harvard Business School Press has been dedicated to publishing the most contemporary management thinking, written by authors and practitioners who are leading the way. Whether readers are seeking big-picture strategic thinking or tactical problem solving, advice in managing global corporations or for developing personal careers, HBS Press helps fuel the fire of innovative thought. HBS Press has earned a reputation as the springboard of thought for both established and emerging business leaders.

Product Details

• Paperback: 204 pages
• Publisher: Harvard Business School Press; 1 edition (August 1999)
• Language: English
• ISBN-10: 1578511445
• ISBN-13: 978-1578511440
• Product Dimensions: 8.1 x 5.4 x 0.7 inches
• Shipping Weight: 7.2 ounces (View shipping rates and policies)
• Average Customer Review: 3.4 out of 5 stars See all reviews (13 customer reviews)
• Amazon.com Sales Rank: #295,054 in Books (See Bestsellers in Books)

• This item is part of The Harvard Business Review Paperback Series.

Customer Reviews

Most Helpful Customer Reviews

17 of 17 people found the following review helpful:

2.0 out of 5 stars Pass on this... trust me (practicing Brand Manager), August 10, 2005

By	Christopher J. Deasy (Depends on the time of year) - See all my reviews (REAL NAME)

Really disappointed in this offering from HBR. I was tempted to give a single star rating, but feel that someone just looking for a few cases to amuse themself may find this book suitable. While I often purchase cases and articles from HBS, these selections are outdated and lack in shedding light on contemporary branding issues; you can get a better cross-section of cases by going directly to the case site. I guess HBR just wanted to cash in on the 'branding' buzz- unfortunately this is no way to steward their own brand.

13 of 14 people found the following review helpful:

5.0 out of 5 stars This is a classic; nice to have in eBook format too., April 3, 2001

By A Customer

I found this collection of articles to be a very helpful business tool day to day. Nice to have in eBook form on your PC, so you can go back and reference it from time to time. The pages render quite well on the screen and its easier to navigate from article to article. I also use the annotation tool to save certain phrases for reminders. Worth the $$ for this one.

Here are some of the articles in this eBook: "Building Brands Without Mass Media" by Erich Joachimsthaler and David A. Aaker, "Brands vs. Private Labels: Fighting to Win" by John A. Quelch and David Harding, "How Do You Grow a Premium Brand?" by Regina Fazio Maruca, "Should You Take Your Brand to Where the Action Is?" by David A. Aaker, "Extend Profits, Not Product Lines" by John A. Quelch and David Kenny, "The Logic of Product-Line Extensions" Perspectives from the Editors, "Can This Brand Be Saved," by Regina Fazio Maruca, "Your Brand's Best Strategy" by Vijay Vishwanath and Jonathan Mark

18 of 21 people found the following review helpful:

5.0 out of 5 stars Insightful Perspectives, March 20, 2002

By	Robert Morris (Dallas, Texas) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)

In this volume, one of a series of anthologies of articles previously published in the Harvard Business Review, we are provided with a variety of different perspectives on a single business subject. Here are the titles and their authors:

"Building Better Brands without Mass Media" (Joachimsthaler and Aaker)

"How Do You Grow a Premium Brand?" (Maruca)

"Should You Take Your Brand to Where the Action Is?" (Aaker)

"Extend Profits, Not Product Lines (Quelch and Kenny)

"The Logic of Product-Line Extensions" (Perspectives from the Editors)

"Can This Brand Be Saved?" (Maruca)

"Your Brand's Best Strategy" (Vishwanath and Mark)

Even if you do not recognize at least a few of the authors' last names, The Harvard Business Review's brand is of sufficient credibility to encourage you to purchase and read this book. I am especially impressed by the inclusion of "Executive Summaries" of key points in each of the articles. No brief commentary such as this can do full justice to the rigor and substance of the articles provided. It remains for each reader to examine the list to identify those subjects which are of greatest interest to her or him. My own opinion is that all of the articles are first-rate. For me, as previously indicated, one of this volume's greatest benefits is derived from sharing a variety of perspectives provided by several different authorities on the same general subject.