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More details of book titled: Harvard Business Review on Brand Management (Harvard Business Review Paperback Series)

Harvard Business Review on Brand Management (Harvard Business Review Paperback Series)
Author: Erich Joachimsthaler
Published: 1999-08
List price: $22.00
Our price: $16.50 		Usually ships in 24 hours
As of: January 07th, 2009 10:22:15 PM
Customer comments on this selection.

Business Management ho hum
This is painful. Could barely get through the first few chapters. I have read at least 10 great brand books, and this is not one of them. Every once in a while I give it another try. Typically HBR will deliver the right compilation. Not this time.

Good Chapter: Extend Profits, Not Product Lines.

This is old. Would be nice to get the 14 years later version of this.

Business Management An ok book, in great condition.
The content was a bit to general for my purposes, but nonetheless, it offers some good advise on branding.

Business Management unfortunatly outdated
Nice package (as usual with HRR) but articles are VERY outdated (late '90). I do not recommend it.

Business Management Outdated
This book is truly outdated, don't bother to read it. Today it does not add anything to brand management. Most articles concentrate on arguments against line extensions but do it in a superficial way. It is easy to read but very light and almost totally commonsensical. The only part that I like in the book was the case of a shampoo that lagged appeal over time on which a couple of experts offered different solutions. This demonstrates what students often don't understand about case teaching: That there is no single "solution".

Business Management Pass on this... trust me (practicing Brand Manager)
Really disappointed in this offering from HBR. I was tempted to give a single star rating, but feel that someone just looking for a few cases to amuse themself may find this book suitable. While I often purchase cases and articles from HBS, these selections are outdated and lack in shedding light on contemporary branding issues; you can get a better cross-section of cases by going directly to the case site. I guess HBR just wanted to cash in on the 'branding' buzz- unfortunately this is no way to steward their own brand.
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