Brands and Branding

  • 4h 41m
  • Rita Clifton, et al.
  • Profile Books
  • 2003

Brands today are key engines of economic strength. Far from being a superficial or cosmetic communications exercise, brands have become a central organising principle behind many ambitious companies.

This authoritative book contains contributions from some of the field’s leading practitioners, academics and consultants, analysing the nature and benefits of brands – particularly in terms of their sustainable business value and their wider social advantages.

This is the definitive business book on brands and branding. It not only explains the economic strength and importance of brands, but also will frame thinking on the best practice of branding now and for the future.

In this Book

  • What is a Brand?
  • Brand Valuation
  • The Social Value of Brands
  • What Makes Brands Great
  • Brand Positioning and Brand Creation
  • Brand Experience
  • Visual and Verbal Identity
  • Brand Communications
  • The Public Relations Perspective on Branding
  • Brand Protection
  • Globalisation and Brands
  • An Alternative Perspective on Brands—Markets and Morals
  • Branding in South-East Asia
  • Branding Places and Nations
  • The Future of Brands
  • Color Insert
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