Brands and Branding (The Economist Series)
Books / Hardcover
Books › Business & Economics › Marketing › General
ISBN: 1576601471 / Publisher: Bloomberg Press, February 2004
This collection examines the history and definition of brands, their financial and social importance, current best practices in branding, future opportunities offered by globalization, and the potential of Asian brands. Topics of the 15 articles include the visual and verbal identity of well-known companies, the laws governing brand protection, corporate social responsibility, and branding places and nations. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)
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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 some companies the brand can account for as much as 70 percent of its 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 organizations should make the brand their central organizing principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the antiglobalization movement that big brands are bullies which do harm, "Brands and Branding" provides a review of best practices in branding, covering everything from brand positioning to brand protection, visual and verbal identity to brand communications. Finally, the third part of the book looks at trends in branding and the future for brands.Written by seventeen 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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