Brands and branding

Select an Action

Title:

Brands and branding

Author:

Clifton, Rita.

ISBN:

9781861976642

Publication Information:

Physical Description:

xv, 256 pages : illustrations ; 22 cm

Contents:

Preface / Patrick Barwise -- Introduction / Rita Clifton -- Pt. 1. The case for brands -- 1. What is a brand? / Tom Blackett -- 2. The financial value of brands / Jan Lindemann -- 3. The social value of brands / Steve Hilton -- 4. What makes brands great / Chuck Brymer -- Pt. 2. Best practice in branding -- 5. Brand positioning and brand creation / Anne Bahr Thompson -- 6. Brand experience / Shaun Smith -- 7. Visual and verbal identity / Tony Allen and John Simmons -- 8. Brand communications / Paul Feldwick -- 9. The public relations perspective on branding / Deborah Bowker -- 10. Brand protection / Allan Poulter -- Pt. 3. The future for brands -- 11. Globalisation and brands / Sameena Ahmad -- 12. An alternative perspective on brands: markets and morals / Deborah Doane -- 13. Branding in South-East Asia / Kim Faulkner -- 14. Branding places and nations / Simon Anholt -- 15. The future of brands / Rita Clifton.

Subject Term:

Brand name products.

Brand name products -- Marketing.

Brand name products -- Management.

Brand name products -- Forecasting.

Added Author:

Clifton, Rita.

Simmons, John, 1948-

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VCCT	1:GEN-BOOK	000001776	658.827 BRA	1	Searching... Unknown
Searching... 1:VGDBN	1:REF-BOOK	000007253	658.827 BRA	1	Searching... Unknown

Bound With These Titles

On Order

Summary

The definitive book about brands and branding, written by some of the leading experts in the field. Brands today are key engines of economic strength. Far from being a superficial or cosmetic communications exercise, brands have become a central organising principle behind many ambitious companies. This authoritative book contains contributions from some of the field's leading practitioners, academics and consultants, analysing the nature and benefits of brands - particularly in terms of their sustainable business value and their wider social advantages. This is the definitive business book on brands and branding. It not only explains the economic strength and importance of brands, but also will frame thinking on the best practice of branding now and for the future.