The Economist
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,…
Read More ↓Title Statements
- Full title :The Economist.
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, o.
Read More ↓Edition Statements
- Publication Date:2010.
Publication Statements
- Publisher(s):Profile Books
- Place of Publication:London
- Language:eng
- Publication Date:2010.
The Physical Object
- Description:1 online resource (302 pages)
Edition Identifiers
- ISBN:1846681197, 9781846681196, 186197664X, 9781861976642
- oclc:ocn931723738
Table of Contents
17 Alternative perspective on brands: markets and morals18 The future of brands; Index.
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