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Title:
Brands and branding / [edited by] Rita Clifton and John Simmons ; with Sameena Ahmad ... [et al.].
Published:
Princeton, NJ : Bloomberg Press, 2004.
Description:
xv, 256 p. : ill. (some col.) ; 22 cm.
Series:
Economist series.
Contents:
What is a brand? / Tom Blackett -- The financial value of brands / Jan Lindemann -- The social value of brands / Steve Hilton -- What makes brands great / Chuck Brymer -- Brand positioning and brand creation / Anne Bahr Thompson -- 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 -- An alternative perspective on brands : markets and morals / Deborah Doane --Branding in South-East Asia / Kim Faulkner -- Branding places and nations / Simon Anholt -- The future of brands / Rita Clifton.
Bibliography:
Includes bibliographical references and index.
Other Authors:
Clifton, Rita.

Simmons, John, 1948-

Ahmad, Sameena.
ISBN:
1576601471 (alk. paper)

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Summary

Summary

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 some companies the brand can account for as much as 70 percent of its 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 organizations should make the brand their central organizing principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the antiglobalization movement that big brands are bullies which do harm, Brands and Branding provides a review of best practices in branding, covering everything from brand positioning to brand protection, visual and verbal identity to brand communications. Finally, the third part of the book looks at trends in branding and the future for brands. Written by seventeen 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. .


Table of Contents

Patrick BarwiseRita CliftonTom BlackettJan LindemannSteve HiltonChuck BrymerAnne Bahr ThompsonShaun SmithTony Allen and John SimmonsPaul FeldwickDeborah BowkerAllan PoulterSameena AhmadDeborah DoaneKim FaulknerSimon AnholtRita Clifton
The authorsp. vii
Prefacep. xii
Introductionp. 1
Part 1 The case for brandsp. 11
1 What is a brand?p. 13
2 The financial value of brandsp. 27
3 The social value of brandsp. 47
4 What makes brands greatp. 65
Part 2 Best practice in brandingp. 77
5 Brand positioning and brand creationp. 79
6 Brand experiencep. 97
7 Visual and verbal identityp. 113
8 Brand communicationsp. 127
9 The public relations perspective on brandingp. 143
10 Brand protectionp. 157
Part 3 The future for brandsp. 169
11 Globalisation and brandsp. 171
12 An alternative perspective on brands: markets and moralsp. 185
13 Branding in South-East Asiap. 199
14 Branding places and nationsp. 213
15 The future of brandsp. 227
Indexp. 242