BOOK REVIEW: BRANDS AND BRANDING

Wednesday, 29 November 2006 09:03

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For those looking for wide reading on branding in a single volume, “Brands and Branding”, edited by Rita Clifton and John Simmons is a good solution argues Tom Sitati in this review of Brands and Branding as compiled by the Economist.

For those looking for wide reading on branding in a single volume, “Brands and Branding”, edited by Rita Clifton and John Simmons is a good solution. Compiled by world renown magazine, The Economist, the publication brings together a total of seventeen branding experts who cover issues from the definition of brands to the future of brands and everything in between. In contrast to Naomi Klein’s “No Logo” the entire book, despite being written by several contributors, has a consistent convincing and authoritative style.

The book is divided into three parts. Part 1 starts from the very basics by discussing the definition of branding, looking at its origins, then examining the importance of branding both from social and financial stand points. The Chapter titled “What Makes a Brand Great” is rich with examples of successful brands.

Part 2 can easily qualify as the brand managers’ bible. The section examines key areas such as positioning and the management of brand value. The need for alignment of all aspects of an organization to the brand, a call that has been getting louder and louder is also echoed here. The final chapter in Part 2 looks at the legal aspects of branding and the need to legally protect brands in the marketplace.

Part 3 has five chapters and not only examines future trends as seen by the various experts but also highlights opportunities available for branding. The potential for branding in South East Asia is examined is given a full chapter and so is the key growth area of place branding. The final chapter of “Brands and Branding” highlights future trends of brands. While the book is largely “pro logo” the final sentence of the book comes with a caveat: “Brands will continue to succeed if they deserve it, and, since the future of brands is the future of sustainable business and fundamental to developments in society, it is important to us all to see that they do.”

I once recommended the 22 immutable Laws of Branding as THE book to buy if you must buy only one book on branding. I do remember reserving the right to change my mind. I now invoke that right until further notice.

First published in SOKONI magazine