4 out of 4 stars
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The Coca Cola CEO once said, " Today, if all our company's inventories were to go into flames, not a single bank in Atalanta or anywhere in the world would refuse to give us a loan for refurbishment using our trademark as security simply because we are Coca Cola." The sentiment show the value attached to a trademark in a business. Trademark encompasses colours and words that make a business outfit unique. I think trademark and branding are words that could be used interchangeably. Customers buy products as a result of symbols and name attached to a given product. A company that uses its brand name to secure a loan is one that has built good reputation among its consumers such that its profits are guaranteed. Brand name gives a business competitive edge by making it outstanding in a crowded open market.
In the book Brand Real: The Start-up Entrepreneurs Guide to effective Branding and Building Values Based Organization by Vasken Kalayjian, the author guides the readers on the techniques of building a successful business for themselves through branding. The book describes the criteria that a successful branding must meet and what it entails to build a successful brand. As earlier said, it is the brand name that give business a competitive edge in a competitive market place and as such due consideration must be taken in designing a business name. The author defines branding as an empty vessel that needs to be filled with just the right elements and with just the right meaning. Branding puts an enterprise on the right path. Additionally, the author goes further to guide the readers on the process of choosing and how to create a brand name for themselves. Other business methods discussed herein includes innovation, team building, crisis management and optimism.
I liked the voice of various specialists employed by the author in the book. They are experts in various fields. Some of them are top directors in the top company's in the world today. I think their ideas bring new perspectives and ways of building a successful business. Moreover, the language of the book is simple and make the ideas shared in therein easily comprehensible. Actually, I loved the glossary section, it explains the meaning of technical words employed by the author in the course of his writing. I think that was excellent. Anytime I had a problem with a particular terminology, I could refer to the glossary section to seek a better understanding. Additionally, I like the manner of structuring the book into short topics. There are twenty-seven topics therein. Each topic or business method is captured in its own topic to guarantee the readers proper understanding. At the end of each topic are questions posed to the readers. That really helped me recall some ideas I had almost forgotten.
However, I must say I was disappointed by the summary topics at the end of each discussion. I felt that was unnecessary as I was taking short notes in the course of reading the novel. Each of the twenty-seven topics within the book has a summary of an otherwise lengthy discussion. That move resulted into so much repetition that was boring at times. At some point, I felt like giving up on the book because it felt like I was reading the same thing twice.
I would recommend this book to entrepreneurs and all prospective persons seeking to venture into business. The book will explain to them all aspects of a successful business including brand name and how to go about creating one for themselves. Furthermore, the usage of flow charts and exercises therein will help them learn the practical tips of branding and marketing. Actually, I found no class of persons whom I could advise against reading the book.
I think the book is professionally edited and has few typing and grammatical errors. The few errors I encountered did not in any way interfere with the discussion of ideas shared in the book. I would give this book a rating of 4 out of 4 stars. It has fully equipped me with business skills that I feel no need to search for more knowledge on business elsewhere. The book served its true purpose. It was an excellent read.
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