Frenemies: The Epic Disruption of the Ad Business (and Everything Else)
Vanitha Swaminathan is the Thomas Marshall Professor of Marketing at the University of Pittsburgh and the Director of the Katz Center for Branding. Her research focuses on branding strategy with a particular emphasis on digital branding. She has published in various leading marketing and management journals including Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Marketing Science, and Strategic Management Journal. She is currently serving on a three-year term on the American Marketing Association Board of Directors and previously served in AMA’s Academic Council as President. She has co-authored the Fifth Edition of the world-renowned textbook Strategic Brand Management: Building, Measuring, and Managing Brand Equity, along with Professor Kevin Lane Keller.
A veritable encyclopedia of branding, featuring deep analysis of different aspects of branding, a multitude of case studies, and summaries of research on various branding topics. This book focuses on brands—and highlights why they are important, what they represent to consumers and how they should be managed. As many managers recognize, brands are perhaps among the most valuable assets owned by a firm. However, creating and managing brands is not a trivial task.
This book provides a comprehensive look at the process of brand building or strategic brand management – the design and implementation of marketing programs that help build, measure and manage brand equity. The book features some of the developments in digital and social media that have had a major influence on strategies that can be used to build and manage brands.
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We think you will like The Hidden Power of Advertising, Designing Brand Identity: An Essential Guide for the Whole Branding Team, and A Cannes Lions Jury Presents: The Art of Branded Entertainment if you like this list.
From Daryl's list on The best books to help you understand the mind of your customer.
The Hidden Power of Advertising opened my eyes to a whole new way of understanding brands and marketing. He makes a compelling case for how advertising works at an unconscious level, and how marketers mostly ignore this powerful and hidden side of brands. He shares powerful, eye-opening studies done directly on advertising campaigns, and uses real-world examples to give practical advice that’s far from the usual marketing advice.
From Fabian's list on The best books on creating an admired brand.
Admired brands usually look great. And they do so on purpose, and consistently. If I may tempt you to dig a bit deeper into the wonderful visual journey that is brand identity you may just get hooked. Alina’s book was a big inspiration for my first book and it will show you the power of great branding and design. If anything, you will turn into an educated client the next time you hire a designer. Those savings alone will be worth the money you spend on this book pick.
From Robin's list on The best books on creative advertising, art direction, and typography.
Anyone in advertising or interested in advertising should read anything PJ Pereira (co-founder and Creative Chairman of Pereria O’Dell) has to say. Period. That should be enough reason to read this tome but there are more.
Content is everything. Advertising competes with entertainment online and everywhere 24/7. This book is a collection of essays from jurors on the 2017 Lions Entertainment award jury—therefore these folks know what they’re talking about.