Successfully capitalize strong brands

BOOK TIP In the book *Growing Through Brand Alliances*, author Jörn Redler explains the potential and mechanisms of brand alliances, as well as the process of brand alliance management.Visa cards from ADAC, a luxury smartphone from LG and Prada, Häagen-Dazs ice cream with Baileys flavor - brand alliances are omnipresent. Jörn Redler gives readers a good overview in his book: What are brand alliances? What do they do for companies? How do consumers perceive them? How do companies form an alliance? The book provides competent and differentiated answers, but is written in a somewhat abstract, theoretical and dry manner for the uninitiated reader. Although Redler backs up his statements with many sources, he hardly explains them with examples. The fact-saturated book shows the academic background of its author. getAbstract therefore recommends it to all knowledge-hungry students or professionals in the field of marketing or brand management.getAbstract rating: 7Feasibility: 9Degree of innovation: 6Style: 6Publisher: SymposionYear of publication: 2014Pages: 147ISBN: 9783863296407