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Reviewed by Leonard Smuts for Readers' Favorite
Marketing has become increasingly sophisticated in the prevailing highly competitive business environment. Allen Weiss and Debbie MacInnis set out to educate readers in The Brand Benefits Playbook. This book provides a useful framework to evaluate marketing strategy, with a particular emphasis on branding. The central theme is that an understanding of branding is essential and that branding is not just about the product – a narrow viewpoint that limits focus. Brands represent a set of associations, emotions, perceptions, and experiences that must be understood and then built upon. The book also explains that benefits are more important than features, and explores concepts such as establishing a target market, segmentation, and brand differentiation. It then evaluates customer perceptions using an innovative perceptual map, before tackling the competition and what it has to offer. The stress tests were particularly interesting.
The Brand Benefits Playbook is relevant to various businesses and industries, from commercial ventures to non-profit organizations and even the music industry. Allen Weiss and Debbie MacInnis both hold Ph.D. qualifications and are highly skilled consultants and academics who share their wealth of experience with readers. The book is comprehensively researched and a list of sources is provided. Marketing terms are explained and de-mystified, and the authors point out that the marketing industry does not have uniform terminology. The writing is couched in easy-to-read terms and includes chapter summaries, data tables, numerous practical examples, as well as case studies. The appendices provide further information on identifying benefits. It will prove to be a valuable resource for those already in the marketing industry, business professionals, and students. An excellent book! It is highly recommended.
