Includes bibliographical references and index.

"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"-- Provided by publisher.

"The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of categories such as luxury goods, media, football clubs and cities; it proves essential reading for anyone involved in branding decisions or wanting to know more about the branding process. Edited by leading brand analyst Kartikeya Kompella, The Brand Challenge explains the nuances of building brands in different industries with a chapter devoted to each to give the reader the most up-to-date understanding of how to apply brand theory. It contains original contributions from many of the world's leading brand experts who lift the veil on brand building in their specific category. The book encourages readers to apply practices from one category to another to foster innovation in brands and successful brand building. Contributing Authors: Al Ries (focus), Tony Allen (identity), Peter Fisk (innovation), Allen Adamson (brand), Professor Jean-No Kapferer (luxury), Jesko Perrey (retail), Thomas Meyer (retail), Simon Glynn (B2B), Michael D'Esopo (B2B), Professor Walter McDowell (TV), Mike Symes (finance), Jocelyne Daw (non-profit), Professor Joseph Hancock (fashion), Professor John O'Neill (hospitality), Jeremy Hildreth (city), JT Singh (city), Howard Breindel (technology), Sue Bridgewater (football)"-- Provided by publisher.