Brands operate in sectors, and each sector is a separate playing field, according to Kartikeya Kompella in his book The Brand Challenge: Adapting Branding to Sectorial Imperatives. So, instead of trying to write a book on branding principles which are applicable to all industries, he assembled contributions from experts in a number of different sectors, to explain how branding in their sectors works. The 15 different sector experts who have contributed to the book include:
As with most books written by multiple authors, there is quite a bit of variability in the quality and nature of content in different chapters. Nonetheless, the book does provide some really interesting insights into how and why branding practices are different in different industries and the importance of understanding a particular industry’s context before attempting to devise and apply a brand strategy.