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Brands and Branding

Brands and Branding

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  • ISBN:9781846681196
  • Editorial: Profile Books
  • Fecha de la edición:
  • Número de la edición: 2
  • Encuadernación:
  • Nº Pág.:305
  • Idiomas:Ingles,Inglés

Materias:

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.

Preface by Patrick Barwise
1 Introduction by Rita Clifton 3
2 What is a brand? by Tom Blackett 13
3 The financial value of brands by Jan Lindemann 26
4 The social value of brands by Giles Gibbons 45
5 What makes brands great by Jez Frampton 61
6 Brand strategy by Iain Ellwood 73
7 Brand experience by Shaun Smith 96
8 Visual and verbal identity by Tony Allen and John Simmons 112
9 Brand communications by Paul Feldwick 127
10 The public relations perspective on branding by Deborah Bowker 146
11 Brand protection by Allan Poulter 157
12 Globalisation and brands by Sameena Ahmad 171
13 Branding in Asia by Jonathan Chajet 184
14 From elephant to tiger: brands and branding in India by Max Raison 198
15 Branding places and nations by Simon Anholt 206
16 Brand 2.0: brands in a digital world by Andy Hobsbawm 217
17 An alternative perspective on brands: markets and morals by Deborah Doane 234
18 The future of brands by Rita Clifton 246
Index 261

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