Transforming Your Business Into A Brand : The 10 Rules Of Branding

Marshall Cavendish, 2007 | By Jacky Tai and Dr Wilson Chew

List Price: US$ 14.50

Accolades

“This publication is an excellent handbook for anyone who is keen to have a comprehensive overview of what branding is all about. The authors walk the readers through the journey of understanding branding not as a jargon for only marketers but for anyone who is in business either as an employee, employer or owners. The case studies are reflective of the 10 rules that they recommend, which make them easy references for readers to grasp the principles of branding. I will recommend this book to anyone who finds branding intriguing because the authors’ writing style will enable readers to understand branding without sweating through too many jargons.”

Lim Mei Mei | Director – Corporate & Membership Services Marketing Institute of Singapore

“Interesting and informative read. Useful case studies that hit home on the value of being consistent with your corporate / product brand. Is an especially worthwhile read for small companies dreaming to grow big and international. Also a refreshing read for the big boy companies on how not to lose their way by allowing brand extensions to clutter and blur their original brand value and market category leadership. For PR professionals, a timely reminder to re-look at how to help homegrown companies to internationalise and get their brand value messages hit home to their target markets and audiences.”

Christina Cheang | Deputy Managing Director Hill & Knowlton Public Relations

“I read Transforming Your Business Into A Brand and I liked it very much. It presents a very clear vision on what branding means and how it can influence the business strategy of companies in all sectors. It also contains numerous examples and case studies that help to understand the ideas that you presented. I'm sure that it will be a success and that it will help Singaporean companies to have branding as a key element in their business strategies.”

Raimundo Varela | Managing Director SIS'88 Pte Ltd

“Being Better, Faster and Cheaper are not enough. The 10 rules of branding will illustrate to you that brand building is part of the core of a successful business strategy”

Teo Zee Vee | CEO I’M Technologies Ltd

“Whether you're running an early stage or a mature company, you'd do well to read Transforming Your Business Into A Brand. It has convincingly dispelled some of the common myths of branding, and compacted the essentials of global branding into 10 simple rules. You'll enjoy the fresh and entertaining approach.”

Bob Teo | CEO abKey Pte Ltd

“Wilson: My comments – congratulations, this is really a very nice read. I especially like the colloquial way in which it is written, this is a book that everyone can read and understand, it is not yet another academic text on marketing/branding. I also like the many, many examples you have used, they make the book very real because we all know these companies, although I never knew that most zippers are made by YKK. Overall I think there is some serious advice to businesses in the book, and I now have a much better idea as to what branding really is all about. I really enjoyed the read, and again, congratulations, a great job!”

Associate Professor Ron Bradfield | Strathclyde Graduate School of Business University of Strathclyde

“This is the ‘Branding 101’ book we’ve been waiting for. Tai and Chew clearly know about branding and positioning. With practical cases from Asia and abroad they clearly illustrate what it takes to build a brand and where are the traps to avoid. A must-read for anybody in branding, from students to CEOs.”

Jorg Dietzel | Adjunct Faculty Lee Kong Chian School of Business Singapore Management University

“Brilliant advice…written in an effervescent, concise, easy-to-understand language. Often misunderstood even by some top executives, Jacky and Wilson cut to the chase and tell us what branding really is and why it matters.”

Kevin Chang | Director – Corporate Development & Communications NUS Business School

“Jacky Tai is emerging as one of Singapore's best thinkers on branding...he has identified a few home truths, or rules for companies and organisations and they are compellingly presented within this interesting new book.”

James Acheson-Gray | Managing Director Grayling Public Relations



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