What if you read editorial reviews like these ones?:
"Amusing and brillant", Philip Kotler in Harvard Business Review
"The finest writer in our filed today." in Journal of Marketing
"Brown excels... None can compare with the sheer pleasure of reading one of his books." in The Marketer, The Chartered Insitute of Marketing
Well, although the author is named Brown, you're wrong, these shiny reviews have nothing to do with Dan Brown's Da Vinci Code.
What these reviews are praising is Stephen Brown's book entitled WIZARD: Harry Potter's Brand Magic published by Cyan Books.
Harry Potter fans, consumer researchers, and marketers will learn about the
enchanting brand in this book, from its magical arrival on the book
scene in 1997 to its multibillion-dollar net worth and penetration of
the media world today.
Professor Brown provides fascinating insight into the
unconventional marketing techniques employed by Potter marketers that
helped the brand become one of the world's most recognized in an
extraordinarily short period of time.
All aspects of the Potter brand
are examined, including the marketing spin used with author J.K.
Rowling, the right-wing critics, and the closely guarded contents of
each new book
About the author:
Stephen Brown is a professor of marketing research at the school
of marketing, entrepreneurship & strategy at the University of
Ulster and a visiting professor at Northwestern University, where he
works with marketing guru Philip Kotler. He is the author and editor of
numerous books, including Free Gift Inside!, Postmodern Marketing, and Romancing the Market. He has been published in the Harvard Business Review, Journal of Marketing, and Business Horizon.
You may have seen the movie titled "Bend It Like Beckham". Well, it's time you switch to Brand It Like Beckham and get to know how brand Beckham was built (published again by Cyan Books). This book shoul appeal to any professor of Marketing looking for fine examples of how modern brands are created and managed. Moreover, students should be attracted whether or not they are soccer fans by the story of a sport icon who is also a highly profitable brand.
Editorial reviews say it all:
"An essential textbook for understanding the business of global
celebrity... provides an invaluable insight into the Beckham marketing
phenomenon." David May, Head of Strategic Communication, BBC
"This is an insightful and thorough read... a fascinating glimpse of how brand consultants' minds work", Independent on Sunday
If you're still not convinced that soccer is a powerful example for teaching business and brand management, this next book (also published by Cyan Books) is also for you: Winning Together: The Story of the Arsenal Brand by John and Matt Simmons.
This book offers a highly original view on how Arsenal moved into the
elite of world football's financial powerhouses. Football is big
business, and it's full of brands that are getting bigger day by day.
The real brands, the ones that people of all ages, sexes and
backgrounds give their deepest loyalty to, are the clubs.
One of the
longest established but now fastest-rising of these brands is the
Arsenal. Achieving footballing success in recent years, building a
world-class team, on the brink of moving to a state-of-the-art stadium
- Arsenal seems to be doing most things right. By exploring the
development of Arsenal as a brand, this book provides an original
insight into one of the world's leading clubs and why so many people
are passionate about it.
As lifetime supporters and watchers, as well
as having expertise in branding, the authors argue that the strength of
the Arsenal brand is built on historic foundations that have not been
shifted by changed times. The book includes interviews with Arsenal
captains Frank McClintock and Pat Rice - specially conducted for the
book.
Download an excerpt Winning-Together.pdf
About the authors:
John Simmons is a writer and brand consultant, and the series editor for Great Brand Stories (Cyan Books). His books about language and brands (We, Me, Them & It, The Invisible Grail and Dark Angels) and his book on Starbucks (My Sister's a Barista) have been translated in many languages. He is a former Director of Interbrand and has held senior positions with Unilever and Diageo.
Matt Simmons is a lifelong Arsenal fan. Matt works in management development at Prêt à Manger.
Marketing, de Jean-Pierre Helfer et Jacques Orsoni, septembre 2007
Branded Customer Service: The New Competitive Edge, Janelle Barlow and Paul Stewart, Berrett-Koehler
The Philosophy of Branding, Thom Braun, Kogan Page
This a book that should appeal to business students using 