Brands and Branding

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Rita Clifton, John Simmons, Sameena Ahmad
Wiley, Feb 1, 2004 - Business & Economics - 256 pages
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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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Brands and Branding (An Economist Book) - FORUM akademi
Written by 17 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 ... brands-and-branding-economist-book-t42759.html?p=100629

Brands and Branding — Summary | getabstract
Download the five-page summary of Brands and Branding by Rita Clifton et al. (Bloomberg Press, 2004). .

WIPO Library Catalog -- Details for: Brands and branding
Brands and branding. Clifton, Rita (ed). Detailed notes:. Ordered from, December 2004, 30 euros. Table of Contents Part 1 : The Case for Brands 1. ... cgi-bin/ koha/

BBC Radio 4 - Thinking Allowed - 21 January 2004
BRANDS and BRANDING The idea of Corporate Social Responsibility has been creating ... Brands and Branding by Rita Clifton and John Simmons Profile Books Ltd ... radio4/ factual/ thinkingallowed_20040121.shtml

Interbrand Press Release
Brands and Branding includes articles by 17 experts on one of ... Brands and Branding is published by Profile Books on February 11, 2004, price $32.95 US ... images/ press_releases/ 2_11_04_Interbrand.pdf

Brand Strategy: Brand compilations: Mark Sherrington, global ...
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Written by seventeen experts in the field, "Brands and Branding" sets out to provide a better understanding of the role and importance of brands, ... product/ id-1576601471/ brands-and-branding-40-the-economist-series-41-.html?printthispage=1

Speakers Associates - Rita Clifton - book keynote or after dinner ...
The Future of Brands; The APG’S ‘How to Plan Advertising’; Brands and Branding ... Advertising’ and most recently The Economist book ‘Brands and Branding’ . ... Rita%20Clifton:844.html

brands AND COUNTER-Brands What are brands? A brand is a mark ...
Clifton, R. and Simmons, J. (2003) Brands and Branding. London: Profile Books. Crainer, S. (1995) The Real Power of Brands: Making brands work for ... Articles/ Files/ Bandung2/ Brands_and_Counter-Brands.htm

Brand Strategy Story
Brands and Branding is a good textbook for anybody - students and experts alike - wanting to know more about this area. It comprises a selection of ... issues/ 2006/ March/ Profit_warning/ Browse.view

About the author (2004)

RITA CLIFTON is the head of Interbrand London.

John Simmons is an independent writing consultant and creative business writer-in-residence for Lever Faberge. He is the author of "The Invisible Grail" and the director of training at The Writer, a London-based center for writing in business. He is also a founding member of 26, a nonprofit association that champions the cause of writing in business, and he has worked as the verbal identity director of Interbrand, the largest brand consultancy in the world.

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