A practical guide to the world of branding – review

There are many books that deal with dealing with brands. But let me tell you up front: only few achieve the practical importance and depth of Make a Brand by Carsten Kilian. Because it stands out as a practical guide and deals extensively and professionally with branding and brand management. review.

Carsten Kilian’s book “Making a Brand” is comprehensive and profound

With 550 pages and 12 chapters, it’s not a book you can flip through casually. Rather, Kilian’s book provides a deep and broad overview of the topic of brand management.

On the one hand, it gets to the basics, so that the book will be of interest to readers new to all things branding. On the other hand, it goes beyond the basics and covers not only brand development strategies, brand positioning, brand communication, brand design and brand evaluation,

But it also highlights questions surrounding the development of brand names, legal questions around brand protection, brand collaboration, brand embedment among employees and innovative approaches to brand positioning.

This comprehensive approach, covering all important areas of the use of trademarks, makes the book a valuable tool for anyone who wants to deal seriously and comprehensively with trademarks, but also with the use of trademarks in many important areas of economic life.

Practically oriented and understandable

What’s especially nice about Creating a Brand are the many examples Kilian uses, and when he does use him, Kilian frequently addresses readers directly. These theoretical explanations clarify and provide insights that are practical and relevant to practice in the world of brand management.

The author also invites readers to apply what they’ve learned directly to their own brands, giving the book an almost workshop-like feel.

More than just a textbook

But Kilian is not satisfied with merely presenting theories and strategies. It actively encourages readers to engage with the content and apply it to their own brands. It has become clear that brand management is more than just designing and registering a trademark.

It is more about use and dealing in the economic sector. One might go too far to say: “We must live the brand – and this book shows what it means to live in this context.” The book therefore serves not only as a source of information, but also as an interactive guide. Checklists, analysis tools, concrete checks for examples, and a comprehensive glossary and bibliography complement the content.

What is there to criticize?

As you’ve noticed from previous comments, I’m a huge fan of the book. I have to look for points that I can criticize with a magnifying glass. If I had to mention something, it would probably be range. The book’s 550 pages will likely deter some readers from purchasing this book.

So, if you’re looking for a quick introduction to the topic, this book probably isn’t for you. Was it possible to summarize the most important content on a website accompanying the book?

Whatever the case, in my opinion the length of the book should not prevent anyone from exploring this comprehensive work. Taking brands seriously in an economic context is not that easy due to many special features. But this book deals with these matters as well – which is why you have to accept the page count, otherwise it is more than enough.

Conclusion: “Make a brand” – clear recommendation!

“Make a Brand” by Carsten Killian is a book that I can highly recommend to anyone who wants or needs to deal with the topic of branding and brand management.

I particularly liked the comprehensive content, clearly organized comprehensive presentation, numerous practical examples, and interactive, workshop-like approach. Despite its length, it is a worthwhile book because it invites the reader to engage fundamentally with the subject of “branding” and its many facets.

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