Book Reviews

 
Branding

The Brand Marketing Book

Author: Joe Marconi
Publisher McGraw-Hill Companies, The
Publication Date: November 1999

Reviewer:Abby Leibel
Abby Leibel is the National Coordinator of the Association for Marketing Communications in Israel (AMCI). AMCI is a division of Coast 2 Coast Communications, Ltd. Founded in 1996 by Coast 2 Coast Communications, the association today includes over 100 Marcom Managers of High-Tech companies in Israel. AMCI is the only professional association in Israel for Marcom Managers in High-Tech export companies, and provides its members with regular newsletters, programming and monthly meetings designed to increase both their competitiveness and professionalism in the industry. Check out our website at www.amci.co.il

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This month’s book was a difficult read, I have to admit.  The name of the book is The Brand Marketing Book by Joe Marconi. Marconi is a Marcom expert and writes books and consults on the subject. This book is very well written and flows well. It’s a step-by-step instruction on how to brand a company. The great thing is that it’s appropriate for companies who are just starting off as well as those with a little more time under their belt. However, if you have any experience and knowledge in the field, you’ll soon recognize that Marconi only reiterates what other branding books have already said.

The first chapter is titled “The Right Name is a Good Way to Start”. Marconi gives tips on what kinds of names to choose. For instance, he suggests not choosing an acronym for a company name because it’s more difficult to brand. He also touches on the right look of logos and general corporate identity.  Chapter two is titled “Building Equity in Your Brand”. Here Marconi talks about giving your brand value. This is the process by which you give your brand the perception of value. This is also step in which you create the reputation. One of the best sections in the chapter is a section about how to develop a marketing plan. While this is a simplified version of a marketing plan, it does include all the basic points. 

The next chapter is called “Building Brand Loyalty”. Here Marconi lists the elements that encourage brand loyalty. These are value, image, convenience, satisfaction, service, guarantee or warranty. He examines each point in great detail. Marconi gives case studies of different products to prove his point.  Chapter four is titled, “When a Brand Gets into Trouble”. This is where he examines situations where brand names fail and their reputation becomes tarnished. Marconi doesn’t quite give solutions for the problems; he gives only tips on how to prevent the situation from happening in the first place.

Chapter five is titled, “Brand ‘Personality’ and Extension Positioning- a Brand Marketing Casebook”. This chapter is about two-thirds of the length of the book. This section is very interesting. Marconi examines the extension of a brand. For example, “If the brand is Miss American, the brand’s extension is Miss Congeniality…” Marconi offers many case studies including: soft drinks, toothpastes, pharmaceutical companies etc. 

The last section of the book is titled, “Creating, Managing and Marketing Brand Equity”. In this section, Marconi gives the reader tips on how to market a brand. Here he talks about everything from “Don’t expand your line solely to look bigger” to “Listen to your customers”.  In the last chapter, Marconi sees the Internet as the next natural step to branding in the future.

Overall, Marconi has excellent points in the book. However, the concepts seem to be basic and don’t challenge the existing branding notions. If you were looking to remind yourself what branding is all about, I’d recommend reading this book.  However, if you’re looking to find something new on the subject, I’m afraid that this is not the book for you.

Happy reading!