This book is great! I read the 1st edition, but that was a bit too academic. This time academic too, but less technical.
Cases on a number of world-class brands are already worth the dollars. That include Amazon.com, Nike, Virgin, Microsoft, IBM, and plenty of them.
This book is even more comprehensive than Branding Gurus David Aaker's Branding books. But I must admit that this book touches upon too little on e-branding, and its impact on online "brand consumption". Besides, Keller's branding paradigm needs to be updated. He got to invent his own new theory rather than drawing too much upon others' branding theories which makes this book both the Branding Bible (like Kotler's Marketing textbook for MBAs), and a thick book report.
On the whole, this book is great, it won't waste your hard-earned dollars, and Keller's diligent researcher attitude must be honoured and respected, by all means.
Great work, Keller, keep it up!