Creating Powerful Brands, Second Edition (Cim Professional)
'If I had one book on brands to take with me to a marketing desert island it would be this one. The authors enthusiasm for, and knowledge of brands is jam-packed between these covers.'Nick Kendall, Bartle Bogle Hegarty Ltd'An Encyclopedic guide to understanding and managing brands relevant to both business and academic readers, thorough, pragmatic and packed with examples'Linda Caller, International Planning Director, Ogilvy & Mather'A modern "must have" for the intelligent and well-read brand manager. The key messages resonate within today's rapidly changing business environment even more powerfully than in 1992 when the first edition was published.'Darrel James, Director of Consumer Markets Consulting, KPMG'Anyone who has an interest  in the factors crucial for success in the increasingly important field of brand development and stewardship should read it.'Simon Luke, Director, Interbrand Newell and Sorrell'This practical, well-structured book provides the reader with a clear, well-researched analysis of brands, their importance and how they are best managed. Whilst the book is rich in practical examples, these examples are all embedded within a carefully constructed framework...I thoroughly recommend it to all students and practitioners of brands and the branding process.'John M. Murphy, Chairman, St Peter's BrewerySuperb! This book is an oasis of clarity in a sea of broken promises and half truths about branding. Read this book and do it.'Professor John Saunders, Head, Aston Business School