Brand Aid

By Brad VanAuken

This is an in-depth guide to the whole subject of branding. As such, it is ideal for those who are looking to learn about branding for the first time or for the more experienced practitioner who is looking to improve knowledge in one particular area. It can help to solve branding problems through its exhaustive but easily understandable analysis of the subject.

The book is divided into three areas and, as such, can be used as a thorough read or simply for dipping in an problem solving. The first section is an overview of the whole brand management process. Section two is a guide to building brands from the ground up while the final section aims to troubleshoot common branding problems.

This is a thorough overview of the branding subject. While no single book can really hope to cover the whole of the topic, Brand Aid provides a concise overview of the key issues (if that is not a contradiction). Much of the material is going to be new to many brand managers. The topic is so wide that it will be very difficult to have 100% understanding of the subject. This book will help to some extent by covering the key areas although where an issue has been identified as highly important, the reader may wish to use additional resources to broaden his or her understanding of the subject.

Throughout the book at the end of each chapter is a branding checklist. This acts partly as a summary of the chapter but it is also a useful exercise for someone already involved in branding to help look for flaws in the strategy.

This is a very useful book for understanding branding and as such will be of interest to anyone involved in marketing generally.

Review by Martin Payne