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Here are a some resources we have found valuable in understanding and implementing branding and positioning strategies and tactics.
By clicking a book title, you will be linked to Amazon.com where pertinent information, including reviews and pricing, are displayed. You can usually order either new or used copies of the
books of interest to you.
- ___________ , Building Strong Brands (The Free Press, 1996) Proposes a brand identity system with strategic analysis and tactical implementation considerations. Very comprehensive.
- David Arnold, The Handbook of Brand Management (Addison-Wesley Publishing, 1992) An English perspective on branding, the author examines the process of branding new products and re-branding existing ones.
- Geoff Ayling, et al, Rapid Response Advertising (Business & Professional Publishing Pty, 1998) This Australian introduced the marketing community to the meme and its importance in branding and marketing. Outstanding and eye-opening.
- Marc Gobe, Emotional Branding (Allworth Press, 2001) International branding strategies based on the emotional responses they are intended to convey. Another professional espousing the integration of all branding and marketing elements into a brand personality.
- James R. Gregory, Leveraging the Corporate Brand (NTC Business Books) A primer on the integration of “corporate identity” and branding of the company.
- Susannah Hart & John Murphy, editors, Brands: The New Wealth
Creators (New York University Press, 1998) A series of essays on branding issues written by branding practitioners,
principally from Interbrand. Professionals with an agenda.
- Al Ries & Jack Trout, Positioning: the Battle for Your Mind (McGraw-Hill, 1981) A very important book that put forth the concept of positioning and caused a momentous paradigm shift in marketing thinking.
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