Brands and Branding

Brands and Branding

by Rita Clifton, John Simmons
     
 

View All Available Formats & Editions

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

…  See more details below

Overview

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.

Read More

Editorial Reviews

From the Publisher
"getAbstract brands this book as an important one for anyone concerned with branding, especially with its new role as a source of financial value." (getAbstract.com)

Product Details

ISBN-13:
9781576603505
Publisher:
Wiley
Publication date:
04/01/2009
Series:
Economist Series, #43
Edition description:
2nd ed.
Pages:
284
Product dimensions:
5.80(w) x 8.60(h) x 1.10(d)

Related Subjects

Meet the Author

RITA CLIFTON is the head of Interbrand London.

Until recently John Simmons was a Director of leading brand consultancy Interbrand. He is now an independent writer and consultant working on brands as diverse as Boots, the BBC and BirdAs Eye (to mention only the BAs).
John has a degree in English Literature from Oxford University. He worked extensively in publishing as a copywriter and as communications manager at the National Economic Development Office before joining Newell and Sorrell in 1984. There he led a design team on many major identity and communication programmes, including those for Royal Mail and Waterstone's. He has advised clients on the use of language to express the distinctiveness of a brand, including Marks & Spencer, Guinness and Air Products.
John is a Fellow of the Royal Society of Arts, and has three times been a judge in the 'writing for design' category at the D&AD awards, this year as Foreman of the jury. He runs AWriting for designA workshops for D&AD and for thewriter.co.uk.
He has written two books on the subject of the relationship between language and identity. We, me, them & it: the power of words in business was published by Texere in November 2000 and became a business books bestseller on Amazon. The invisible grail: in search of the true language of brands was published in the UK in March 2003, has just been published in the USA and is already in its second edition. In November Profile Books published the Economist Guide to Brands and Branding, jointly edited with Rita Clifton. JohnAs latest book My sisterAs a barista: How they made Starbucks a home from home has just been published by Cyan Books, and he is the series editor for CyanAs Great brand stories.
John is a founder member of 26, the not-for-profit group that champions the cause of more creative language in business.

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >