Table Of ContentPraise for the brandgym
‘‘I’ve personal experience of the magic that a brandgym workout can conjure up, based on
the principles in these pages. There’s a wealth of insight to inspire, educate and stimulate.’’
Ian Penhale, Marketing Director, SAB Miller
‘‘the brandgym helps you create a clear strategy and turn this into turbo-charged
marketing plans, that turbo charge your brand and business.’’
Phil Chapman, Chief Marketing Officer, Kerry Foods
‘‘Brand leaders, like top athletes, need inspiration and the brandgym is like your own
straight-talking coach, giving you the appetite and tools to win.’’
Cecile Coutens, Marketing Director, Danone Baby Nutrition, France
‘‘the brandgym helped us focus our portfolio, improve customer understanding and create
crystal clear brand positionings that inspire the whole business.’’
Andr´es Gonzalez Cuevas, Marketing and Strategy Director, Grupo Herdez
‘‘the brandgym is the epitome of simplicity and the powerful concepts inside it are my
personal mantra for true innovation.’’
Sheila A. Struyck, Chief Marketing Officer, Philips Consumer Lifestyle
‘‘I love this new edition: required reading in my Brand Management course at INSEAD. The
hard-nosed approach sets it apart, and the new chapters really show how to put things into
practice.’’
Pierre Chandon, Associate Professor of Marketing, INSEAD
‘‘There is no better ‘hands-on’ book on branding around. A trip to the brandgym will make
any brand stronger, fitter and able to thrive and prosper.’’
Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business
‘‘The brandgym’s latest book is not only easy to read and reference, but provides you with
very practical, every day inspiration about building your brands.’’
Carol Welch, Marketing and R&D Director, Jordans Ryvita
‘‘the brandgym is becoming a classic brand itself, and this new edition makes it even
stronger. Use its well-illustrated wisdom to build your own brand to new levels.’’
Hugh Davidson, author of Offensive Marketing and the Committed Enterprise
‘‘the brandgym is the best practical guide to boost the return on investment of marketing
strategies.’’
Professor J.C. Larreche, Alfred H. Heineken Chair at INSEAD,
author of The Momentum Effect
‘‘The second edition of the brandgym is a thorough workout for your brands and highly
recommended fitness regimen: an easy to follow, step-by-step guide to brand health.’’
Niraj Dawar, R. A. Barford Professor of Marketing, Ivey Business School
‘‘There is nothing as practical, or as up to date, or all challenging as the brandgym.It
combines the rigour of a good MBA course with the latest developments from the world of
branding.’’
Mark Ritson, Associate Professor of Marketing, Melbourne Business School
The Brand Gym
Second Edition
By David Taylor
Brand Stretch: Why 1 in 2 extensions
fail and how to beat the odds
Brand Vision: Energize your team to
drive brand and business growth
Never Mind the Sausage,
Where’s the Sizzle
By David Nichols
Return on Ideas: A practical guide to
making innovation pay
The Brand Gym
Second Edition
A Practical Workout to Gain
and Retain Brand Leadership
David Taylor
and
David Nichols
A John Wiley and Sons, Ltd., Publication
This edition first published in 2010
Copyright © 2010 David Taylor and David Nichols
Registered office
John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom
For details of our global editorial offices, for customer services and for information about how to apply for permission
to reuse the copyright material in this book please see our website at www.wiley.com
The right of the author to be identified as the author of this work has been asserted in accordance with the Copyright,
Designs and Patents Act 1988.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any
form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK
Copyright, Designs and Patents Act 1988, without the prior permission of the publisher.
Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be
available in electronic books.
Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and
product names used in this book are trade names, service marks, trademarks or registered trademarks of their
respective owners. The publisher is not associated with any product or vendor mentioned in this book. This
publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is
sold on the understanding that the publisher is not engaged in rendering professional services. If professional advice
or other expert assistance is required, the services of a competent professional should be sought.
Library of Congress Cataloging-in-Publication Data
Taylor, David, 1964-
The brand gym : a practical workout to gain and retain brand leadership / David
Taylor and David Nichols. – 2nd ed.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-470-68619-5 (hardback)
1. Brand name products. 2. Product management. I. Nichols, David, 1967-
II. Title.
HD69.B7T39 2010
658.8(cid:1) 27–dc22
2010008440
A catalogue record for this book is available from the British Library.
ISBN 978-0-470-68619-5
Typeset in 12/15 pt Garamond by Laserwords Private Limited, Chennai, India
Printed in Great Britain by Antony Rowe Ltd, Chippenham, Wiltshire
DEDICATION
To Anne-Marie and Clare,
for putting up with a pair of brandaholics
