The Brand Challenge

Edited by Kartikeya Kompella

This book brings together some of the world’s leading brand experts to provide a unique examination of the nuances of buliding brands in particular sectors, from luxury goods to finance to not-for-profit. It enables the reader to gain a comprehensive understanding of how to build successful brands using proven strategies.

The chosen excerpt highlights the first two steps of brand innovation, as well as a mini-case study for Dove’s Campaign for Real Beauty.

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This an excerpt from Chapter 3 of The Brand Challenge: Adapting Branding to Sectorial Imperatives(978-0749470159) by Peter Fisk, edited by Kartikeya Kompella. Published November 2014 by Kogan Page. Copyright 2015 by Kartikeya Kompella and the individual contributors. Reproduced by permission of Kogan Page.

 

 

Kartikeya Kompella

Copyright © 2015 Kogan Page Ltd. All rights reserved.

 

Book Excerpts

"I developed a much higher respect for social marketing by seeing the value and complexity of this function which seemed very ambiguous to me before."
— Student at Boston College after AEF sent speakers from DigitasLBi