Summary of the Essential Brand Book by Iain Ellwood

Summary of the Essential brand book by Iain Ellwood

In my opinion, brand creation and brand management is an essential strategy for success. This book provides readers with an insight into all components of brand management including a wide range of business models and techniques that help to build strong and effective brand in the marketplace, but I decided to go deeper by focusing only on Brand Media. This particular chapter describes several methods of communication, language and meaning-generation for brand management. In this summary you will have an opportunity to know what exactly I have learned!

Frankly speaking I learned, that identity is only worth something to a business when it is properly communicated to its intended audience and it is considered that the most effective communication is two-way, but the problem until recently was, that many brand communications remained unidirectional and therefore relatively ineffective. Two-way communication process clearly expresses the goals of excellent brand communications because it develops over time, creating a biography of the brand, encourages feedback on performance of the message and provides listening to the consumer.

The main role of advertising in brand media focuses on proposition and expresses the brand personality to a target audience for minimum cost. This awareness may be needed to, for example, when launching a new product on the market or protecting a brand against competitors or just trying to suggest new ways a brand might fit with a new target customer’s needs and desires. Two most well known ways how to describe advertising as a way of helping to transform a brand proposition into successful brand advertisement is AIDA model- Attention, Interest, Desire and Action, but to get the maximum benefit of advertisement corporate identity should be formulated in a SMART way: Specific, Measurable, Achievable, Realistic and Time-based.

Also packaging is a big part of a deal- new product development...