Brands and Branding

Brands and Branding

Author: Rita Clifton

Publisher: John Wiley & Sons

ISBN: 1576603504

Category: Business & Economics

Page: 322

View: 687

Download Now
With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. Written by 19 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.
Brands and Branding
Language: en
Pages: 322
Authors: Rita Clifton
Categories: Business & Economics
Type: BOOK - Published: 2009-04-01 - Publisher: John Wiley & Sons

With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although
Brands and Branding
Language: en
Pages: 296
Authors: Stephen Brown
Categories: Business & Economics
Type: BOOK - Published: 2016-08-17 - Publisher: SAGE

Lecturers/Instructors - Request a free digital inspection copy here A fun and humorous introductory book, written in Stephen Brown's entertaining and highly distinctive style, that introduces curious readers to the key components of brands and helps them to begin to make sense of them - what they are, what they
Brands and Branding Geographies
Language: en
Pages: 384
Authors: Andy Pike
Categories: Business & Economics
Type: BOOK - Published: 2011-01-01 - Publisher: Edward Elgar Publishing

'The volume edited by Andy Pike includes contributions by several leading figures in the study of brands, places and place branding. . . However, this is not what makes the book a welcome addition to the literature. What really makes the book interesting is actually the brave attempt to deal
Brands and Branding
Language: en
Pages: 256
Authors: Rita Clifton, John Simmons
Categories: Advertising
Type: BOOK - Published: 2003 - Publisher:

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
Brands and Branding. What makes a brand valuable, using Apple's innovation strategy as example
Language: en
Pages: 24
Authors: Vanessa Lang
Categories: Business & Economics
Type: BOOK - Published: 2021-05-18 - Publisher: GRIN Verlag

Seminar paper from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, Verwaltungs- und Wirtschafts-Akademie München e. V, language: English, abstract: In this study paper the term brands and branding are generally defined and the different values of the success of a brand