From product to valuable brand

BOOK TIP In the book *Value Branding*, author Jürgen Gietl explains what strong brands are based on, how they can be established, and what matters most when it comes to sub-brands and partner brands.What to do when products don't fetch the price they are worth? Consultant Jürgen Gietl shows how companies can establish a strong brand. Instead of spending large advertising budgets, he advises focusing on top performance and presenting it so skillfully that everyone wants to adorn themselves with it. The aim is that the customer is prepared to pay more for a certain product than for a comparable one.Gietl is increasingly concerned with technology companies; nevertheless, most of the statements are generally valid. However, a brave editor could easily have tightened up the book a little: The same advice around brand touchpoints or messaging can be found with modified paraphrases in various chapters. Nevertheless, the book is extremely practical and easy to understand, even for non-experts. It contains valuable advice that is always backed up with innovative examples. Many illustrations and a good structure help you to quickly find what you are looking for, even when reading selectively. Exercises at the end of the chapters and additional online work materials help you to implement what you have read in your own company. So there are many reasons to read this book: getAbstract particularly recommends it to marketing managers.getAbstract rating: 7Feasibility: 8Degree of innovation: 6Style: 7Publisher: HaufeYear of publication: 2013Pages: 224ISBN: 9783648041062