Although Knox & Maklan have made the book easy to read and very absorbing, they do give sufficient detail for it to be used as a technical handbook for brand managers, senior managers generally and business academics everywhere.

If, like me, you believe managing the businesses core processes are key to survival and success then you will find this book invaluable. All marketing folk know the importance of the brand, few in my experience find the function properly integrated into the business - this is the first book I have ever read that shows clearly where and how it all fits together.

One of the things I really enjoy is that the book combines advanced, but logical thinking, with a first class insight into how 'business' really works (arguably rare in marketing books).

At the end of most chapters are helpful references for further reading with an explanation why and how it is of help. (Then all I do is check further using Amazon).

I have also read Brand Leadership by Aaker and Joachimsthaler. The review say's "Building and managing brands, though obviously vital and neccessary steps in the process, do not make up the whole picture of the successful development of the brand. What is needed is strategic brand leadership. Implementing this kind of leadership, AAker and Joachimsthaler insist, requires a radical shift in an organisation's culture, its structure, and its systems". If that is what you want to understand then order it but make sure it is partnered with COMPETING ON VALUE, it is required and excellent reading that makes Brand Leadership a possibility.

Perhaps I should add that it can be read quickly, or slowly if you wish to digest the significance of the content. Either way make sure you understand it, you'll be up to date and in my opinion it will be money well spent.