| Title : | Brands and Branding | | Material Type: | printed text | | Authors: | Rita Clifton, Author | | Edition statement: | Second Edition | | Publisher: | Profile Books | | Publication Date: | 2009 | | Pagination: | xvii, 284p | | Layout: | ill | | Size: | Hardback | | ISBN (or other code): | 978-1-905715-46-6 | | Class number: | 658.827 | | Abstract: | 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 assest. For well-known companies it has been calculated that the brand can account for as much as 80 per cent of their market value. This books argues taht 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 adn every action. As well as making the case for 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, bradning in Asia, especially China and India, brands in a digital world and the future brands. Written by 19 experts in the field, Brands and Branding sets out to provid 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. | | Contents note: | Part 1.The case for brands; Part 2.Best practice in branding; Part 3.The future for brands; Index. |
Brands and Branding [printed text] / Rita Clifton, Author . - Second Edition . - 58A Hatton Garden, London : Profile Books, 2009 . - xvii, 284p : ill ; Hardback. ISBN : 978-1-905715-46-6 | Class number: | 658.827 | | Abstract: | 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 assest. For well-known companies it has been calculated that the brand can account for as much as 80 per cent of their market value. This books argues taht 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 adn every action. As well as making the case for 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, bradning in Asia, especially China and India, brands in a digital world and the future brands. Written by 19 experts in the field, Brands and Branding sets out to provid 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. | | Contents note: | Part 1.The case for brands; Part 2.Best practice in branding; Part 3.The future for brands; Index. |
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