by Erich Joachimsthaler, David A. Aaker, John Quelch, David Kenny, Vijay Vishwanath, Mark Jonathan
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Product Description
Leading minds and landmark ideas in an easily accessible format from the preeminent thinkers whose work has defined an entire field to the rising stars and who will redefine the way we think about business, "The Harvard Business Review Paperback Series" delivers the fundamental information today's professionals need to stay competitive in a fast-moving world. With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. "Harvard Business Review on Brand Management" provides the latest strategies for maximizing the value of your brands and products. It is a "Harvard Business Review" paperback.
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Average Customer Review:
1 of 1 people found the following review helpful:
 ho hum, 2008-03-11
This is painful. Could barely get through the first few chapters. I have read at least 10 great brand books, and this is not one of them. Every once in a while I give it another try. Typically HBR will deliver the right compilation. Not this time.
Good Chapter: Extend Profits, Not Product Lines.
This is old. Would be nice to get the 14 years later version of this.
0 of 1 people found the following review helpful:
 An ok book, in great condition., 2006-11-10
The content was a bit to general for my purposes, but nonetheless, it offers some good advise on branding.
2 of 3 people found the following review helpful:
 unfortunatly outdated, 2006-10-21
Nice package (as usual with HRR) but articles are VERY outdated (late '90). I do not recommend it.
5 of 5 people found the following review helpful:
Outdated, 2006-06-04
This book is truly outdated, don't bother to read it. Today it does not add anything to brand management. Most articles concentrate on arguments against line extensions but do it in a superficial way. It is easy to read but very light and almost totally commonsensical. The only part that I like in the book was the case of a shampoo that lagged appeal over time on which a couple of experts offered different solutions. This demonstrates what students often don't understand about case teaching: That there is no single "solution".
16 of 16 people found the following review helpful:
Pass on this... trust me (practicing Brand Manager), 2005-08-10
Really disappointed in this offering from HBR. I was tempted to give a single star rating, but feel that someone just looking for a few cases to amuse themself may find this book suitable. While I often purchase cases and articles from HBS, these selections are outdated and lack in shedding light on contemporary branding issues; you can get a better cross-section of cases by going directly to the case site. I guess HBR just wanted to cash in on the 'branding' buzz- unfortunately this is no way to steward their own brand.
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