Review

Brand Management

Book Review

“United We Brand”

By

Mike Moser

Submitted to: Submitted by:

Dr. Kamran Siddiqui

1.

The subtitle of the book “How to create a cohesive brand that’s seen, heard and remembered” attracted me towards opting for this book. I run a chain of jewellery stores in Karachi and I need a branding strategy that would differentiate my stores from the rest of the jewellery bazaar.

This book illustrates a step-by-step process through which a company can create cohesive brand strategies. Before reading this book I thought branding was all about the external image of the company, but now I understand clearly that it is the internal values which give strength to the external image of the company. I am proud of my selection and am hoping to make and implement a brand road map for all my businesses.

2.

Mike Moser has spent 20 years in advertising, and was Art director and associate creative director at Chiat/Day (voted Ad Agency of the Decade in the 1980's) on such accounts as Apple, Intel, California Cooler, and Reebok. In the second half of his career he was a partner and creative director at Goldberg Moser O'Neill working on Dell Computers, Cisco Systems, and Kia Motors. He has won over 300 national and international advertising awards, including two Cannes Lion, five Clios, and nine New York One Show Pencils. He was twice voted San Francisco Art Director of the Year. Recently, he has been occupied with creating logos, brochures, signage, and brand roadmaps for small businesses, schools, non-profits and community events.

3.

The concepts are nothing new to the field of branding and would be found in every brand text book. What Moser brings to the table with this book is the ‘Brand Road Map’ which I believe is the answer to every lost small business owner who has been trying to differentiate his business from competitors. Moser explains that there are four components of a brand:

* Core values (the...