From Brand Vision to Brand Evaluation: Strategically Building and Sustaining Brands

Rating:
Summary: Reviewed by the International Corporate Branding Center
Review: Reviewers - Dr Jessica Backlund (MA, PhD) and Shaun Powell (Btech, AIMgt, BAHons) - November 2001.

Quick summary: This book deals with the changing brand environment, where consumers are more familiar with marketing and able to see through hollow marketing promises. De Chernatony focuses a great deal of attention on how the staff in an organization can be motivated to commit to the values promoted by the brand and thereby strengthen it. The keyword is coordination, and de Chernatony argues for a balanced approach which looks both outside and inside an organization to satisfy the stakeholder's needs. We liked this book - 4.5 out of 5.

Full Review :

Chapter one looks at the definition of a brand from both an external and internal perspective, and also looks at team based brand management.

Chapter two looks at the complexity of brands, and how different interpretations of a brand can be brought to attention in oder to achieve more consistency. This chapter looks at concepts such as image, identity and vision.

The next chapter looks at ways in which inconsistencies in branding programmes can be tackled. On-line brands are discussed, and the importance of consistency between off-line and on-line sources is stressed.

Chapters four to ten look at the process of building and sustaining brands. Chapter four deals with three elements of powerful brand vision; an envisioned future, the brand purpose and the brand values.

Chapter five looks at organizational culture and how the behaviour of staff can be a competitative advantage if related to the values present in the organization's culture.

The next chapter looks at long and short term objectives, and ways of focusing the staff's attention on these.

Chapter seven looks at the five forces in the brand sphere which can enhance or impede a brand's success; the corporation, distributors, customers, competitors, and the macro environment.

Chapter eight deals with brand essence - ways in which the core nature of a brand can be summarised using models such as the brand pyramid.

Chapter nine looks at brand delivery systems and the last chapter looks at how a brand's progress can be evaluated.

The book has excellent summaries in the beginning and end of each chapter, and there are also an activities section in each chapter, as well as exercises to help the readers put the ideas into practice. Academic readers may be especially interested in the 'further reading' lists at the end of each chapter.

This book is, in spite of its theoretical content, both an interesting and enjoyable read. The text is scattered with examples from real life, which stops the book from being too dry and boring. From Brand Vision to Brand Evaluation will appeal to both academics and practitioners, because of its depth and applicability.

Rating: 4,5 out of 5(...)