Brands and branding

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Title:

Brands and branding

Author:

Clifton, Rita.

ISBN:

9781846681196

Personal Author:

Clifton, Rita.

Edition:

2nd ed.

Publication Information:

London : Profile Books, 2009.

Physical Description:

xvii, 284 pages, [16] pages of plates : illustrations ; 23 cm

General Note:

Previous edition: 2003.

Published in association with the Economist.

Contents:

Introduction / Rita Clifton -- What is a brand? / Tom Blackett -- The financial value of brands / Jan Lindemann -- The social value of brands / Giles Gibbons -- What makes brands great / Jez Frampton -- Brand strategy / Iain Ellwood -- Brand experience / Shaun Smith -- Visual and verbal identity / Tony Allen and John Simmons -- Brand communications / Paul Feldwick -- The public relations perspective on branding / Deborah Bowker -- Brand protection / Allan Poulter -- Globalisation and brands / Sameena Ahmad -- Branding in asia / Jonathan Chajet -- From elephant to tiger : brands and branding in india / Max Raison -- Branding places and nations / Simon Anholt -- Brand 2.0 : brands in a digital world / Andy Hobsbawm -- An alternative perspective on brands : markets and morals / Deborah Doane -- The future of brands / Rita Clifton.

Abstract:

What are brands and what real value do they add? Leading experts in the field examine the importance of brands and how you create and maximise brand value.

Subject Term:

Brand name products.

Added Author:

Ahmad, Sameena.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VGCT	1:GEN-BOOK	000035628	658.827 BRA	1	Searching... Unknown
Searching... 1:VGCT	1:GEN-BOOK	000036695	658.827 BRA	2	Searching... Unknown

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Summary

Although the balance sheet may not even put a value on it, a company's brand or its portfolio of brands is in many cases its most valuable asset, accounting for as much as 70% of a firm's market value in some cases. This book argues that because of this and because of the power of not-for-profit brands like Oxfam, all organisations should make the brand their central organising principle, guiding every action and decision.Divided into three parts and written by eighteen experts on the subject, this fully revised and updated guide to brands and branding examines the case for brands, outlines best practice and the future for brands. It includes chapters on brand valuation, what makes a brand great, brand strategy, brand experience, visual and verbal identity, brand communications, brand protection and new chapters on branding in India and brands in a digital world.