Key insights into different branding practices

Product by:
Kartikeya Kompella

Reviewed by:
Rating:
5
On 15 March, 2015
Last modified:15 March, 2015

Summary:

This book provides some compelling reasons why different industries have different branding practices.

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:

  • Al Ries, who writes about the importance of brand focus
  • Allen Adamson, who writes about using a prototyping process rather than a traditional linear process for brand ideas
  • Jean-Noël Kapferer, who explains why luxury branding is quite different from other types of brand strategies
  • Jocelyne Daw, who writes about building a breakthrough non-profit brand
  • Jeremy Hildreth and J T Singh, who write about cities as brands
  • Sue Bridgewater, who writes about football club brands

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.

This book provides some compelling reasons why different industries have different branding practices.

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