Books like The Origin of Brands by Al Ries

A definitive guide outlining the 22 essential rules for building and sustaining powerful brands, now expanded with new commentary, illustrations, and an additional volume on internet branding.

A practical guide to using archetypal brand meaning as a strategic competitive advantage, with tools for identifying and applying archetypes in business.

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitve advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.

"Atkin argues that people become addicted to "cult brands" for more or less the same reasons that people become committed to cults. In The Culting of Brands, he explains how companies have fueled such unshakable allegiance." "The Culting of Brands includes interviews with current and former cult members, and some of today's most creative marketers. The book makes the connection between religion and consumerism, beliefs and buying instincts."--BOOK JACKET.

Explains the principles that led to Nike and Starbucks becoming successful brands, offering advice for business leaders.

The Product Manager's Handbook is the essential guide to successful product management in today's fast-changing business world. Product and brand managers, as well as upper-level sales, marketing, and branding executives, will find the text thorough and informative as it explains and analyzes the product manager's role in both traditional, hierarchical organizations as well as in newer horizontal, team-driven decision-making structures.What is a product manager? The overall responsibility of a product manager is to integrate the various segments of a business into a strategically focused whole, maximizing the value of a product by coordinating the production of an offering with an understanding of market needs. A product manager must oversee all aspects of a product or service line in order to create and deliver superior customer satisfaction while simultaneously providing long-term value for the company. The Product Manager's Handbook covers all of these topics in a convenient, easy-to-follow presentation that includes: Hands-on charts for managing every key step, from concept to completion Practical checklists for evaluating progress at every critical stage Brief profiles in every chapter of specific product management roles, functions, and issues Real-world cases illustrating the challenges of product management in action This thoroughly revised and updated second edition fully integrates the Internet and other digital technologies into the product manager's arsenal of tools. The book includes all new information on what it takes to be a successful product manager. It explains the product manager's role in the planning process (including strategic and operational planning), how to evaluate product portfolios, how to propose and develop successful new products, and more.The product manager is frequently the source of the entrepreneurial spirit and sense of innovation that drives a successful organization. Learn to make the most of your product management system with this indispensable reference guide.

Matt Haig’s Brand Failures reviews the world’s most spectacular marketing blunders, from giant corporate missteps to obscure fiascoes, offering insights and practical take‑aways for avoiding costly branding mistakes.

How challenger brands can compete against brand leaders.