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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 its most valuable asset. For well-known companies it has been ...
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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 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.
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).