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Best Sellers | | |  | |  | | | The Complete Idiot's Guide To Brand Management | | SKU:
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Usually ships in 1 business days | | | Whether you are the manager of a large corporation or the owner of a small business, you need to know how to build and maintain powerful brands. This book will help you make decisions about the products and services your company develops or sells. It explains how to develop your target market, how to understand your brand's core values, and how to develop a brand positioning statement. | | | |
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| | Product Details | | Average Customer Rating: |  based on 2 reviews |
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| | Customer Reviews | Average Customer Review:
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3 of 3 found the following review helpful:
 Good introduction to brand management Mar 11, 2002
In this book, Patricia F. Nicolino does a good job of exploring the basic concepts and issues of Brand Management in concise and interesting manner. She provides a good coherent definition of Brand Management as "a particular organizational design and the responsibilities that flowed from it...." (Ironically, this is something many brand managers can not articulate in a few sentences.) She also makes good use of capsules that contain all the key buzzwords prevalent in the business along with simple definitions.
The author should also be commended for devoting a few pages to discussing some of the difficulties that the brand management paradigm had experienced in the last decade or two, (Something many brand management devotes and unwilling to do.) as well as devoting a few pages to efficient consumer response and category management, which contested some of the basic ideas that had become universally accepted in brand management circles.
Anyone buying the book should know that although the author attempts to explain how the brand management paradigm functions in a number of different industries, it is clear that her background is in consumer packaged goods. CPG is definitely the industry where the contents of this book are most relevant.
One major omission in the book is the lack of a bibliography or any suggestions for further reading.
2 of 3 found the following review helpful:
 Great book! Jan 21, 2001
Kudos to the author of this book! She is no idiot, that's for sure. She certainly seems to have a great deal of experience and knowledge to share. I've never read any of the other "idiot" books but found this one to be most helpful and quite an easy read. I bought it because I myself am developing a new business. This book gave me a great deal of useful information and truly served as a creative spark for new ideas. (Keep a pen & paper nearby when you read it!) If you have any interest in finding new ways to make your mark in the marketplace, I would recommend this book as a must read!
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