Brands and branding

Brands and branding

by Clifton, Rita

Type Book
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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 per cent 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 …

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Title Statements

  • Full title :Brands and branding / Rita Clifton with Sameena Ahmad [and others].

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 per cent 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.

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Edition Statements

  • Publication Date:©2009.
  • Edition:[2nd ed.]

Publication Statements

  • Publisher(s):Profile
  • Place of Publication:London
  • Language:eng
  • Publication Date:©2009.

Notes

Previous edition: 2003.

Published in association with the Economist.

The Physical Object

  • Description:1 online resource (xvii, 284 pages, 16 unnumbered pages of plates) : : illustrations (some color), color portrait

Edition Identifiers

  • ISBN:9781847651174, 1847651178, 9781846681196, 1846681197
  • oclc:ocn843112853
  • LC Classification:HD69.B7
  • Dewey Decimal:658.827

Table of Contents

Part 1. The case for brands -- part 2. Best practice in branding -- part 3. The future for brands.

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Subjects

Brand name products Marketing Merken (commercie) Produits de marque

Writers

Clifton, Rita Ahmad, Sameena

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