Magazine article Teaching Business & Economics

Understanding Brands

Magazine article Teaching Business & Economics

Understanding Brands

Article excerpt

Understanding Brands, Peter Cheverton, Kogan Page, 139 pages, £8.99, ISBN 0-7494-4665-X

This book is aimed both at people who own a brand and at those who support a brand. It is not written specifically for teachers and students. However, I think there is much in this book to recommend to student and teacher alike. It is a short book in three parts and 17 chapters.

* Part I: defining the brand - its purpose and benefits discusses ideas such as the brand as an emotional charge, a personality and a mark of loyalty.

* Part II: brand management - the strategy discusses ideas such as branding and segmentation, brand positioning and brand architecture.

* Part III: brand management - the implementation considers issues such as positive associations, advertising and its problems, and agencies and brands.

Essentially this is a fireside chat with slides. Recognising that marketing is just a list of words and phrases unless there are concrete examples, Cheverton provides many examples to explain his ideas. The best examples are given in the side bars: a greyed-out section of text that gives a very short example or explanation of the point being made. Well-known brands such as Nike, Levi Strauss and Gillette are used as illustrations.

There are also diagrams and charts to supplement the text, but it has to be said that Cheverton's skills as a graphic artist and desktop publisher are barely developed. You might feel the need to spend some time on improving the graphics for your own materials. Take a look at this!

Branding is not a major syllabus topic, although it is to be found in business studies specifications under headings such as the marketing mix and information technology. However, branding is interesting to work through as it integrates ideas like brand values, psychology, retailing, strategy and the product life cycle. It is a very rich area and I think students will take to this resource really well. …

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