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The Science and Art of Branding

Written by Giep Franzen,Sandra Moriarty

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594 pages, about 12 hours of reading

Business & Economics

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About this book

This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. The Science and Art of Branding makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions--and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. The Science and Art of Branding also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.

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Reading guide

Themes, characters and key ideas in The Science and Art of Branding, written by Chaptra AI.

  • about 25 hours
  • advanced
  • Informative
  • Analytical
  • Strategic

"The Science and Art of Branding" offers a groundbreaking exploration of brand strategy, uniquely integrating both producer and consumer perspectives. It meticulously distinguishes between a brand's intended identity, its external market reality, and its perception in the consumer's mind, providing a framework for aligning these critical elements. The book delves deeply into the concept of brand equity, introducing advanced measurement systems developed in recent years. Filled with practical tools, real-life case studies, and expert insights, it serves as an indispensable resource for marketing scholars, students, and active brand managers seeking to build and sustain successful brands.

“The true brand lives not in the company's aspirations, but in the consumer's perception.”

Key themes

Brand Equity
This theme is central, explored as the core value of a brand, built on consumer perceptions and market realities. The book goes beyond traditional definitions, introducing new measurement systems and frameworks for understanding, building, and safeguarding brand equity, emphasizing its strategic importance for long-term business success.
The Producer-Consumer Divide and Alignment
A foundational theme addressing the inherent gap between how a company intends its brand to be perceived and how consumers actually perceive it. The book provides strategies and tools to bridge this divide, emphasizing the need for deep consumer understanding and consistent communication to achieve alignment.
Data-Driven Decision Making and Measurement
This theme underscores the importance of empirical evidence and systematic measurement in guiding brand strategy. The book advocates for using market research, analytics, and new measurement systems (especially for brand equity) to inform decisions, track performance, and justify investments in branding activities.

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