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Title: A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century by Scott Bedbury, Stephen Fenichel, Stephen Fenichell ISBN: 0142001902 Publisher: Penguin USA (Paper) Pub. Date: 25 February, 2003 Format: Paperback Volumes: 1 List Price(USD): $15.00

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Average Customer Rating: 4

Rating: 4
Summary: Fresh air & Qualitative thoughts to manage Brand
Comment: If you're looking for a very technical book on marketing plans or vehicles development and brand asset management, it may not be your choice.

This book offers some fresh thoughts for marketers and brand managers on what's a brand and what kind of areas (e.g. short-term financial trade-off decisions) that will impact a brand's health.

Within this book, this includes some clear thoughts and ideas on how to "maintain" a brand, areas should pay attention to and helpful cases sharing for better illustrate the ideas. Unexpectedly, the authors captured less advertising part but put more emphasis on the people, culture, product, retail environment rather than marketing / advertising.

If you're looking for a more balance brand management overview, suggest to go for David Aaker's books, some Kotler's books and finally read this one to have a holistic idea on this topic.

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