Applied Branding ― An Introduction

"Edited by leading brand analyst Kartik Kompella, The Brand Challenge provides a comprehensive and topical examination of the application of branding across key branding fields, including luxury goods, media and entertainment, pharmaceutical and digital.Each chapter covers a different industry, written by an expert from the field, to explain how to build a brand in a specific field and explore how the rules of branding change across industries. Original contributions from many of the world's leading brand experts address brand building in the conventional manner, while also looking at the branding innovators who pushed the boundaries in their field. With insights from experts such as Laura Ries on using a Visual Hammer and John Simmons on storytelling, this book shows how to transfer branding rules from one field to another and gain an understanding of commonalities involved with successfully building brands across industries and markets"--

Kartikeya Kompella (editor) has written for Interbrand's website brandchannel.com, and he has contributed articles to UK-based website www.brandrepublic.com. He is also the author of Applying the Branding Iron and Building Brands Building Meaning (Viva Books), and he is the editor of The Definitive Book of Branding (SAGE Publications).

Contributors:
Allen Adamson, Managing Director of the New York office of Landor Associates
Tony Allen, Group Leader of Corporate Branding at Dragon Rouge
Howard Breindel, Partner and Co-founder of DeSantis Breindel
Sue Bridgewater, Director of Sports Research at Liverpool University
Jocelyne Daw, CEO of JS Daw & Associates
Michael Desopo, Senior Partner and Director of Brand Strategy at Lippincott
Peter Fisk, Professor of Strategy, Innovation, and Marketing at IE Business School and CEO of GeniusWorks
Simon Glynn, Brand Strategy Director and Head of Lippincott in Europe and the Middle East
Joseph H Hancock, II PhD, Associate Professor of Design & Merchandising at Drexel University
Jeremy Hildreth, Branding consultant
Professor Jean-Noel Kapferer, Strategy Advisor at Inseec Business School
Seth Margolis, Strategy Director of DeSantis Breindel
Walter S McDowell, PhD, Associate Professor Emeritus at the University of Miami
Thomas Meyer, Senior Marketing Expert at the London office of McKinsey & Company
Professor John O’Neill, Director of the School of Hospitality Management at The Pennsylvania State University
Jonathan Paisner, Managing Director of DeSantis Breindel
Jesko Perrey, Director of the Dusseldorf office of McKinsey & Company
Al Ries, Founder of Ries & Ries
JT Singh, Branding consultant
Mike Symes, Chief Executive of Financial Marketing Limited