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The Brand Challenge
Author: Kartikeya Kompella

ISBN: 9780749470159
Format: Paperback
Number Of Pages: 360
Published: 19 October 2014
Country of Publication: GB
Dimensions (cm): 23.5 x 15.8 x 2.0
Edited by leading brand analyst Kartik Kompella, Applied Branding provides a comprehensive and topical examination of the application of branding across key branding fields, including luxury goods, media and entertainment, pharmaceutical and digital. Each chapter covers a different industry, written by an expert from the field, to explain how to build a brand in a specific field and explore how the rules of branding change across industries. Original contributions from many of the world's leading brand experts address brand building in the conventional manner, while also looking at the branding innovators who pushed the boundaries in their field. With insights from experts such as Laura Ries on using a Visual Hammer and John Simmons on storytelling, this book shows how to transfer branding rules from one field to another and gain an understanding of commonalities involved with successfully building brands across industries and markets.

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