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.
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.
Copyright © 2015 Kogan Page Ltd. All rights reserved.
"Our future marketing and advertising leaders are not just looking for a job, they are looking for a meaningful career that will make a positive impact on society."— Gord McLean, President and CEO at ANA Educational Foundation