What people are saying about What is Brand Equity, Anyway?...
"This is a wonderful book. Paul is a thought
leader who makes the rest of us think a great
deal better. Agree or disagree, what matters
is that he provides real substance for the grey
matter. And it was a pleasure to read."
Tim Ambler, The London Business School
"It covers the key issues which advertising
researchers – and behind them advertisers
and ad agencies – worry about today.
At last one of the most respected commentators
on branding and advertising has put his
considered and valuable advice between hard
covers."
Simon Broadbent, BrandCon
"In probing the layers of fat that have slowly accumulated around
the idea of brand equity he has made many other overweight concepts
considerably lighter."
Wendy Gordon, The Fourth Room
What is Brand Equity, Anyway? is a must-read for those
involved with creating, planning and researching effective
brands and advertising. Advertising and marketing
academics or anyone interested in the field of advertising and
brand strategy should add this book to their collection.
What is Brand Equity, Anyway? explores the way in which brands
work, the factors that define the making of a strong brand and how
brand strength can be measured and monitored.
Part two takes this knowledge forward into creating a measurably
successful advertising campaign.
"Advertising is an expensive business.
Those who spend money on it should want
to know what results they're getting.
And those who plan and create it should
want to find out if what they're doing is
working; and how, and why it's working
(or not), in order to learn how to do it
better next time."
Feldwick is a master at raising, reasoning and resolving the questions
that go to the very heart of the advertiser's raison d'être. If you are
seeking to enter the holy of holies in the world of advertising reading
a copy of What is Brand Equity, Anyway? is an advisable first step.
