What are some recommended books about branding?

01 "Confessions of an Advertising Man".

Recommendation: If you can only recommend one, then it must be undoubtedly. This is probably the book that has had the greatest impact on advertisers. Even if you've been advertising for years, it's still inspiring to take a look at it again.

02 "My Advertising Career & Scientific Advertising".

Translator: Qiu Kaisheng.

Testimonial: A modern advertising giant has spent his life summing up. A century-old classic that influenced David Ogilvy's life. The first of the seven must-read books for Ogilvy employees. Hopkins uses this book to show you that advertising is not science, not art, but human nature.

03 "Positioning".

Translator: Xie Weishan.

Recommendation: Just like you have to find your own style when wearing clothes, you must also find your own position in advertising, so that you can do marketing management, brand management, and integrated communication, and positioning is the first. This book explains the emergence of the concept of "positioning", analyzes the reasons why "satisfying needs" cannot win customers, and gives how to enter the customer's mind to win the choice of positioning.

04 "Competitive Strategy".

Translator: Chen Xiaoyue.

Recommendation: Starting with the analysis of competitors in any industry and any characteristics, this book further focuses on the competitive strategies of fragmented, new, mature, declining and global industries. The final part of the book discusses the analytical techniques used by companies to make important strategic decisions, including vertical integration, business expansion, diversification, and entering new industries.

05 "Marketing Management".

Translators: Wang Yonggui et al.

Recommendation: This book is specially written for Chinese readers, and its purpose is to lead readers to learn the knowledge and skills of marketing management from an international perspective and the Chinese market. Based on the reality of the Chinese market, the author is bold and innovative in content, structure and expression, as a marketer, actual combat is very important, and concept is even more important.

06 "Grotesque Behavior".

Translators: Zhao Deliang & Xia Beijie.

Recommended words: Society as a laboratory, real people as guinea pigs, the author uses light-hearted and humorous language to reveal the reasons behind our incredible behavior from the perspective of economics. Through a series of experimental studies, we have subverted the assumption that our behavior is completely rational, whether it is coffee, **, buying a car or falling in love, our decision-making behavior always has various irrationalities.

These books are very proliferating, "500 Harvard MBA Classic Cases", "Interpretation of Business Tao - Management Philosophy of Panasonic the God of Management", and "The Most Successful Advertising Strategy in the Asia-Pacific Region" are good.

A lot of brand leadership", "B2B brand management", "sound wave communication".

"Fundamentals of Marketing" by Philip Kotler.

Positioning》 Clauter's.

The Revolution of Sales" Graham (I personally recommend it), "Sell Well" Li Jian (beginner's entry-level practical case).

There are still some business wars in China that are well written, although they are, but there are still a lot of sales skills written in it.

It is more recommended to "Win or Lose", "Winning the Single", "Winning the Championship", "Inside and Outside the Circle", etc.

It seems to be sent to an email, and the subject of the email is marketing, and this is how I get some information.

1."Positioning".

The theory of "positioning", whether in the United States or in China, has a very successful case of Yingfeng. Although this theory has its limitations, even 45 years after it was proposed, it is still difficult to find a theory that can match "positioning". To do brand marketing planning, you must understand this theory.

2.Growth Hacking

There are a large number of books on the market about how Internet companies do brand marketing planning, but most of them fall into two ways: "burning money" and "manual labor". In fact, on the other side of the ocean, in Silicon Valley, a new profession - growth hacking is gradually leading and reshaping the concept of marketing and growth in the Internet industry.

3.The Marketing Revolution

Jack Trout is the world's top brand marketing planning expert and the father of "positioning". After proposing "positioning", Mr. Trout proposed a new marketing theory - "bottom-up" marketing. This has sparked a marketing mindset of entrepreneurs, and successful entrepreneurs should be like Songpi is a tactical commander who goes to the front line and grasps the situation of the war, discovers and formulates a practical tactic from the starting point, and then builds a corresponding strategy around this tactic.