The Science and Art of Branding

by Giep Franzen

This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.

Genres: Nonfiction

571 pages, Kindle Edition

First published October 1, 2008

Reviews

[Pavol Minar · Rating 5 out of 5]

"A brand is a message - a conversation - and it should be managed as a dialogue with consumers," write Franzen and Moriarty. THE SCIENCE AND ART OF BRANDING is not a manual for brand management. It is not a "how to" book. But, it is an indispensable source book for understanding the brand phenomena. For Franzen and Moriarty, the brand is not a source/message/receiver model, where the company is the source and controls the output, which the customer receives. As they write "the idea of a 'target' market, complete with its gun-to-the-head imagery, reflects this overly simplicistic assymetrical point of view." Just adding the customer is not enough, since it is... just adding. Instead, they propose the notion of circularity and interaction - an integrated feedback loop: the idea of multiple interacting systems and processes that redefines the concept of input and output. Franzen and Moriarty thus prepared a new brand philosophy that sees the brand as an interacting and endless system and subsystems of inputs and outputs. Not one way communication from source to receiver, but a two way approach that encourages interaction throughout the system. I highly recommend this book to anyone interested in brands and branding.