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Paperback
Publisher: Wiley
BRAND MANAGEMENT 101
101 Lessons from Real-World Marketing Discarding elaborate theories, models and jargon for common sense and street-smart advice, Brand Management 101 offers a refreshing new look into the world of Marketing based on lessons learnt in the real world. Whether you're a Marketer, a student or someone with an interest in the subject, you won't think of Marketing quite the same way again after reading Brand Management 101! 101 Lessons from real world Marketing-
- What developing great TV advertising and dating have in common.
- Why shopping is like speed dating.
- What dealing with a burglar in your home can teach you about defending against competition.
- What Greek mythology can teach you about pricing decisions.
- The Ps of Marketing no textbook teaches you about. And much more...
| Customer Reviews: |
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| Rather basic and obvious |
| Customer Rating: 2 out of 5 |
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I bought this book to learn some tips or gather new information on branding. It was a waste of my money. I am not a brand management expert by any means, but the information was basic and somewhat obvious. In fairness, the name "101" is a clear indicator of the level of the material. The only time I imagine this would be worth the read is if one is unfamiliar with brand management and wants a primer on the category. Otherwise, there are better book and magazine articles available.
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| Good Ideas, Good tips, Great Analogies on Branding |
| Customer Rating: 5 out of 5 |
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This book has very good ideas, good tips, and great analogies. There's a great section on "Building a Better Mouse Trap", and I strongly agree with Mainak Dhar when he writes that "it is not always necessary to sell products cheaply, but rather that it is important to understand what you really want to stand for in the consumer's mind, and then to structure the proposition or product to convey that message as strongly as possible."
This provides a great foundation for positioning, as it is important to eliminate the customer's pain, add value, and to separate yourself from the competition. I also especially liked the quote, "It is good to be better, but it's better to be different." The author sums up much of the marketing process really well in easy to understand statements such as this that make it simple for a novice to grasp the concepts involved.
This is a good read for the entrepreneur, small business owner, any anyone else with direct involvement in marketing. It provides tremendous insight from a branding and management standpoint. I also enjoyed the information on the consumer's buying decision very much. I recommend this book.
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| This is not your typical book on branding |
| Customer Rating: 4 out of 5 |
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Mainak Dhar does a reasonably good job in this book telling us important information about the do's and don'ts of branding. It is packed with insights and wisdom that apply to any healthy branding effort.
The way the book is written, however, is different from typical books on the subject and has its strengths and weaknesses.
Arranged as 101 tips on branding with each tip being roughly one page long with introductory material at the beginning of each chapter, the book reads more like a compilation of tips and I found the rat-a-tat-tat approach a bit preachy at times because it can seem like Dhar is telling you what to do without going deep enough to tell you exactly why you are doing it and it tends to lack enough research and background (or at least it doesn't cite any) to make it obviously credible. Much of the wisdom comes from the author's own personal experiences which might make the information perfectly valid and credible, but again, it is not obviously credible. The book comes across at times as though it is one person telling you what and what not to do without explaining enough of the "why" or why you should put your faith in the author.
The material is indeed good information and Dhar is spot-on most of the time which earns it 4 stars from me, but make sure you are prepared for a book of information about branding that is broken into bite-sized pieces that come across as 196 pages of bullet points without any frame of reference about the author.
--Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."
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| HORRIBLE EXPERIENCE!!! Do Not Order from this SELLER!! |
| Customer Rating: 1 out of 5 |
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I was very upset by this seller. I should have read the reviews first, of course, which I hope others do.
The seller never corresponded or responded to my questions. I do not believe this seller keeps items in stock. Just takes your money and when he/she feels like it, then gets around to ordering your items.
Please read all of the reviews about this seller before buying. The book did come, but after the expected time frame.
Many students have failed classes and lost big $$$ due to this seller.
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| Very useful for practicing marketers |
| Customer Rating: 5 out of 5 |
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Once you've graduated from University/College, your life and scope change considerably. Theorical knowledge is replaced by practical discoveries that you may be not ready to make. Again, you have much less time to read books. Working as a BM, I personally prefer not to lose my time on the boring and useless academical reviews of the well-known theories. This book is a perfect opposite. Mr Dhar is a professional generously sharing his experience with his readers. He has gathered the whole bunch of tips and rules that you will need to pay attention to in your marketing routine. I keep finding lots of useful advices, some based on common sense, some on years of practice, some on deep knowledge of the issue. Layering these lessons on my experience, I find most of his 101 lessons absolutely applicable. It is also universal for both large and small brands. Thank you for writing that book, Mr Dhar.
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