Brands, positioning and luxury

Evidence on how brands grow: reach light buyers and be easy to recall and buy.

Marketing happens in the buyer's mind: find an open position there and own it.

Military strategy applied to marketing, from the cola and burger wars.

Twenty-two rules of marketing, such as being first is better than being better.

How to build and manage a brand, using the four parts of brand equity.

Companies lose their position by broadening; narrowing the focus wins it back.

Rules for building a brand, with a section on branding on the internet.

Arguments for consumers to question and take on the corporate superbrands.

Advertising has stopped working; build products remarkable enough to talk about.

How family luxury houses became conglomerates selling to the mass affluent.

The empirical laws of brand growth extended to new categories and channels.

How to position software so it clearly wins for a chosen market.

How Dollar Shave Club, Warby Parker and other online brands took on incumbents.

The classic account of the Coke-Pepsi rivalry.

Pepsi's president on the cola wars and Coca-Cola's New Coke blunder.

Kawasaki on competing through service, speed and irritating incumbents

Challenger-brand economics against a dominant incumbent.

How fashion became a branded consumer-goods business.

How Procter & Gamble built its brands over 165 years.

The standard analytical text on the LVMH-style brand model.

Harvard business historian; sets her brand-building against the whole industry.

How startup brands such as Casper and Allbirds built loyal customers.

An analysis of Nike's brand-marketing machine at its peak, built on the swoosh.

Distillation of P&G brand-management practice for operators.

Five disciplines to close the gap between brand strategy and its execution.

Brand history; useful on the retail model, thin on the man.

Practitioner text on how luxury houses are actually run.

Nike's third employee on how the company marketed the running boom.

Insider account by P&G's global marketing officer.