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Harvard Business Review on Brand Management

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With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. This helpful volume provides the latest strategies for maximizing the value of your brands and products. Articles include: Building Brands Without Mass Media by Erich Joachimsthaler and David A. Aaker; Brands vs. Private Labels: Fighting to Wi With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. This helpful volume provides the latest strategies for maximizing the value of your brands and products. Articles include: 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; and Your Brand's Best Strategy by Vijay Vishwanath and Jonathan Mark. The Harvard Business Review Paperback Series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. Here are the landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe.


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With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. This helpful volume provides the latest strategies for maximizing the value of your brands and products. Articles include: Building Brands Without Mass Media by Erich Joachimsthaler and David A. Aaker; Brands vs. Private Labels: Fighting to Wi With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. This helpful volume provides the latest strategies for maximizing the value of your brands and products. Articles include: 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; and Your Brand's Best Strategy by Vijay Vishwanath and Jonathan Mark. The Harvard Business Review Paperback Series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. Here are the landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe.

30 review for Harvard Business Review on Brand Management

  1. 4 out of 5

    Christian Buckley

    Going into it, I knew the book had been published in 1999, and that HBR case studies can be 3-5 years older than their publish date, but thought I could pick up some useful information nonetheless. As expected, most of the examples were outdated, and didn't really apply to the new world of online media and advertising. However, some of the nuggets for successful branding still apply, like: keeping things simple and not clouding your brand with too many offerings, keeping focus on specific channe Going into it, I knew the book had been published in 1999, and that HBR case studies can be 3-5 years older than their publish date, but thought I could pick up some useful information nonetheless. As expected, most of the examples were outdated, and didn't really apply to the new world of online media and advertising. However, some of the nuggets for successful branding still apply, like: keeping things simple and not clouding your brand with too many offerings, keeping focus on specific channel strategies and being consistent in our messaging, not buckling to competitive pressures around cost if it means compromising the core product/service, and of course, know your customer. A much more interesting and useful book that I'm reading right now is "Don't Make Me Think!: A Common Sense Approach to Web Usability" by Steve Krug.

  2. 5 out of 5

    Lori Grant

    A must-read book on branding for the knowledge worker, manager, executive, or entrepreneur.

  3. 5 out of 5

    Claudia Nauli

    Highly recommended for those who loves seeking alternative way for branding/marketing.

  4. 4 out of 5

    Sompobgingngoen

    it 's the good knowledge for working. it 's the good knowledge for working.

  5. 4 out of 5

    Ron

    Snore. A couple authors are okay. But this is old news, less relevant in 2008 than 1994 when it was compiled.

  6. 5 out of 5

    Clamor

  7. 5 out of 5

    Asiri Gamhewage

  8. 4 out of 5

    David

  9. 5 out of 5

    Markos Markowsky

  10. 4 out of 5

    Ayushi

  11. 5 out of 5

    Brent

  12. 5 out of 5

    Arpit

  13. 4 out of 5

    Jaimit Doshi

  14. 4 out of 5

    Hang Thuy

  15. 5 out of 5

    Elena Florova

  16. 4 out of 5

    Vicki

  17. 4 out of 5

    Martin

  18. 5 out of 5

    Steven Moore

  19. 4 out of 5

    Sandarbh Agarwal

  20. 5 out of 5

    Michael Draznin

  21. 5 out of 5

    Areeb Ahmed

  22. 5 out of 5

    Todd

  23. 5 out of 5

    Deven Prasad

  24. 5 out of 5

    Timmie McArthur

  25. 4 out of 5

    Fajal Luckhman

  26. 4 out of 5

    Steve Gebhart

  27. 5 out of 5

    Gaurav Nigam

  28. 4 out of 5

    Vertika

  29. 4 out of 5

    Lillian Flores

  30. 5 out of 5

    Hanani Ismail

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