Cover image for The brand marketing book : creating, managing and extending the value of your brand
The brand marketing book : creating, managing and extending the value of your brand
Marconi, Joe.
Personal Author:
Publication Information:
Lincolnwood, Ill. : NTC Business Books, [2000]

Physical Description:
xv, 247 pages : illustrations ; 24 cm
Subject Term:
Added Corporate Author:
Format :


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Material Type
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Item Holds
HD69.B7 M373 2000 Adult Non-Fiction Central Closed Stacks

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Joe Marconi explores the basics of brand marketing, the tailoring of marketing efforts to further the name and equity of a specific brand and examines practical brand-building techniques and issues that concern company identity.

Reviews 1

Choice Review

Marconi, a communications consultant and author of several other marketing related books (e.g., Image Marketing: Using Public Perceptions to Attain Business Objectives, CH, Apr'97, and Crisis Marketing, CH, Jul'98), presents a straightforward account of the fundamentals of brand marketing, relying on anecdotal evidence rather than theoretical research to educate the reader. Focusing on product branding, he produces a detailed analysis of the importance of brands as vehicles to launch products, communicate images, and support organizational objectives. Examining numerous dimensions of branding, Marconi meticulously supports each concept with multiple examples of well-known products. Among the concepts discussed relative to branding are brand positioning, market research, and brand equity. Marconi also does a good job of addressing the importance of brands for consumers who rely on them to infer value and quality, and he usefully provides detailed recommendations that can be integrated into marketing plans. Recommended for general readers, undergraduate students, and practitioners. T. J. Belich; Bethel College (MN)

Table of Contents

Brand Marketing
What Are the Five Myths of Today's Marketing?
Are Distinctive New Products and Services Possible?
Brand Proliferation and the Retailing System
Sales Promotion and Retail Brand Availability
The Changing Role of Advertising
Consumer Brand Loyalty Versus Brand Acceptance
Corporate Culture and Contemporary Marketing Practice
Integrated Marketing
Competition Creates New Value for Consumers
Internal Strategies for Corporate Growth
Value Creation Strategies for Corporate Growth
Resolving the Dilemma of Marketing