In The Definitive Book of Branding (SAGE Publications 2014), author editor Kartikeya Kompella brings together expert contributions on branding from a Who’s Who of the advertising and marketing world. Al Ries, Adam Morgan, JN Kapferer, Kevin Roberts, Patrick Hanlon and many more experts/authors feature together for the first time in The Definitive Book of Branding. The book follows a novel approach where every author has written at least one book on branding. Most of the authors have written a chapter on a topic on which they have earlier written an entire book. The chapters incorporate their latest research, cases, examples and understanding of the subject. The book combines breadth of topics with depth of knowledge. From Challenger Branding to Brand Co-creation, Brand Innovation to Living the Brand, the anthology in one place provides a comprehensive, current and accessible overview of branding for everyone from busy CEOs to students. This all-in-one approach by Kartikeya Kompella was produced in light of the growing importance and wider application of branding for success, and the flood of branding literature people now have to deal with. The book is an efficient way for time-starved readers to understand a complex topic in depth in a short time.

2. The Concentrated Wisdom of
Branding Masters

3. Branding is probably one of the most
important subjects in the world

4. It’s applied across
organizations & industries

5. There are many new facets of
branding being discovered … everyday

6. If you were reading a book on
branding you’d want it to cover
many different aspects

7. With each aspect covered
by an expert

8. Imagine a book that holds the wisdom
Of 20 Authors Who Have Written All These Books…

13. The quality of a book depends
on the topics and their authors

14. Topics Covered
• Positioning
• Brand Meaning
• The Power of Stories in
Brand Building & Identity
• Brand Authenticity
• Living The Brand
• Co-Branding
• Branding & Co-creation
• Employer Branding
• Brand Valuation
• Challenger Branding
• Building Brand
Communities
• Emotion in Branding
• Lovemarks
• Passion Brands
• Branding With A Cause
• Brand Innovation
• Global Brand Strategy
• Brands as Belief Systems

15. The Contributing Authors
• Al Ries
• Mark Batey
• John Simmons
• Michael Beverland
• Nicholas Ind
• Clare Fuller
• Arunima Kapoor
• Richard Mosley
• Jan Lindemann
• Tom Blackett
• Adam Morgan
• Douglas Atkin
• Daryl Travis
• Kevin Roberts
• Helen Edwards
• Derek Day
• Kartikeya Kompella
• Jean Noel Kapferer
• Sicco Van Gelder
• Patrick Hanlon

16. With these authors,
you know you’re in good hands!

17. The Definitive Book of Branding
• Carefully chosen topics representing the best of classic and
contemporary
• An eclectic set of highly respected branding gurus
• Each a specialist in their topic
• Wide coverage of topics for a comprehensive perspective

18. The Advantage Of This Approach
• Each author is a best in class expert on their subject
• Enabling explanation of complex concepts with brevity and
clarity
• Packing more material into each chapter
• Access to the latest cases, examples and research

19. If the reader needs more knowledge
on any topic, they can read the
respective author’s book on the subject

20. What Have Experts Said About This Book?

21. Harvard Business School
“The Definitive Book of Branding covers many extremely
important aspects of branding.
The authors are all experts on their respective topics and
express their opinions with candor.
The diversity of thoughts and opinions makes the book do
what a collection should – provoke deep thinking on the
subject. This book is a valuable resource for professionals and
students.”
Professor John Quelch - Charles Edward Wilson Professor of
Business Administration at Harvard Business School.

22. London Business School
“The Definitive Book of Branding brings together the field’s
experts to provide a comprehensive, intelligent overview of
the most important strategic and tactical elements of brand
management.
For marketing and brand managers, The Definitive Book of
Branding offers state-of-the art frameworks and best-practice
examples to hone their ability to build, understand,
and develop brands.
A definitive read!”
Professor Simona Botti, London Business School

23. Professor David Aaker
“ You will benefit from the amazing scope of content,
perspectives, and authors in ‘The Definitive Book of
Branding’.
There are original and useful ideas in every chapter.”
David Aaker author of Brand Relevance: Making
Competitors Irrelevant.

24. Publicis Groupe
“Kartik Kompella has succeeded in an impossible task:
editing the ''ultimate" book on branding with great
authors, be they professors or practitioners.
I read it, loved it and recommend it to all students,
marketers or advertisers interested in building, expanding
and developing brands.”
Maurice Levy
Chairman Publicis Groupe

25. McCann Worldgroup
“For those of you who have managed, over the past five years,
to read all of the leading authors, articles and books on
modern day marketing and communications, this book might
pass simply as a refresher.
For the rest of us mere mortals, this book is a superb collection
of the world’s best and brightest marketing specialists; and one
that I highly recommend.
By keeping the unique original style and tone of the
contributing authors within a concise chapter format, Kartik is
able to deliver an engaging, accessible and enjoyable journey
through the best thinking of today’s industry leaders and so
avoid the turgidity of what is otherwise often found.”
Charles Cadell, President - Asia Pacific, McCann Worldgroup

26. Tuck School of Business
“The Definitive Book of Branding lives up to its name with
an absolutely all-star set of contributors who offer key
branding insights and guidelines from their unique vantage
points. You won’t find a more valuable compendium on
branding out there -- this is definitely a book to buy and
study!”
Professor Kevin Lane Keller
E.B. Osborn Professor of Marketing
Tuck School of Business

27. Philip Chapman, Mondelez
“Kompella has marshalled an outstanding body of Brand thought,
both contemporary and timeless, paying into my own beliefs and
prejudices.
Brands that keep winning are built to make the world a little
better every day, built with clarity of purpose and authenticity
behind causes which resonate.
They create compelling connections and new perspectives which
celebrate their unique brand distinctiveness through everything
that they do, every day.
This book is a great starting point to understanding branding
success today.”
Phil Chapman, Vice President Equity and Communication- Global
Chocolate, Mondelēz International

28. More Reviews on www.tdbb.info
(thedefinitivebookofbranding)

29. Why Do You Need To Buy This Book ?
• Exposure to a key set of branding concepts
• Representing classic and contemporary topics
• Written by a set of best in class experts on these topics
• Providing a comprehensive perspective of the subject
• Practical examples. Real life cases !

30. Available on all leading book portals,
buy your copy today !

31. Ask your local library
to buy a copy today !

32. Want More Details ?
Visit www.tdbb.info
(thedefinitivebookofbranding)