Brands and Branding
Rita Clifton, John Simmons, Sameena Ahmad
Wiley, Feb 1, 2004 - Business & Economics - 256 pages
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.
What people are saying - Write a review
Review: Brands and BrandingUser Review - Joshua Seale - Goodreads
Very good overview of the key areas of branding. Provided insight into many of the key issues around branding as well. Read full review
Review: Brands and BrandingUser Review - Belal Khan - Goodreads
A must read for anyone and everyone interested in marketing and branding. Written by several authors who's careers have been focused on brand development or maintenance. Read full review