Brands and Branding

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 ...

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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.

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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)
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Product Details

  • ISBN-13: 9781576603505
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 4/1/2009
  • Series: Economist Series , #43
  • Edition description: 2nd ed.
  • Edition number: 2
  • Pages: 284
  • Product dimensions: 5.80 (w) x 8.60 (h) x 1.10 (d)

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.

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Table of Contents

The authors.
Preface (Patrick Barwise).

Part 1. The case for brands.

1 Introduction (Rita Clifton).
2 What is a brand? (Tom Blackett).
3 The financial value of brands (Jan Lindemann).
4 The social value of brands (Giles Gibbons).
5 What makes brands great (Jez Frampton).

Part 2. Best practice in branding.

6 Brand strategy (Iain Ellwood).
7 Brand experience (Shaun Smith).
8 Visual and verbal identity (Tony Allen and John Simmons).
9 Brand communications (Paul Feldwick).
10 The public relations perspective on branding (Deborah Bowker).
11 Brand protection (Allan Poulter).

Part 3. The future for brands.

12 Globalisation and brands (Sameena Ahmad).
13 Branding in Asia (Jonathan Chajet).
14 From elephant to tiger: brands and branding in India (Max Raison).
15 Branding places and nations (Simon Anholt).
16 Brand 2.0: brands in a digital world (Andy Hobsbawm).
17 An alternative perspective on brands: markets and morals (Deborah Doane).
18 The future of brands (Rita Clifton).

Index.

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