Book review: How brands grow : part two, by Jenni Romaniuk and Byron Sharp

Tools

Wilson, Alan (2016) Book review: How brands grow : part two, by Jenni Romaniuk and Byron Sharp. [Review] (https://www.mrs.org.uk/ijmr_article/article/109606)

[thumbnail of Wilson-IJMR2016-Book-review-how-brands-grow]
Preview
 Text. Filename: Wilson_IJMR2016_Book_review_how_brands_grow.pdf
Accepted Author Manuscript
Download (114kB)| Preview

Abstract

This book review looks at 'How brands grow: part 2' by Jenni Romaniuk and Byron Sharp, the 2015 follow up to Byron Sharp's 2010 'How brands grow'. Like the first book, it attempts to challenge the reader to recognise the fundamental errors in contemporary marketing thought. The first two chapters reiterate material from the first book and throughout the work there is reused material. The third and fourth chapters, 'Building mental availability' and 'Leveraging distinctive assets', are the most valuable, compared to some of the more basic later chapters. The reviewer's reaction to the book was mixed, while some of it was insightful it didn't live up to the first book though some readers of the first book may find more detail on its key concepts.

ORCID iDs

Wilson, Alan ORCID logoORCID: https://orcid.org/0000-0002-5491-1876;
CORE (COnnecting REpositories)