Brands and branding

Rita Clifton, John Simmons, Sameena Ahmad

Bloomberg Press, 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.
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What people are saying

Review: Brands and Branding

User Review  - Nick - Goodreads

A truly insightful guide to the intrinsic value of brands in today's commercial culture. My only problem with this was that in my market (finance) the pieces of the jigsaw aren't so simple. This book ...

About the author

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.

Bibliographic information

• Title: Brands and branding; Economist (Hardcover); The Economist series
• Editors: Rita Clifton, John Simmons, Sameena Ahmad
• Contributors: Rita Clifton, John Simmons, Sameena Ahmad
• Edition: 2, illustrated
• Publisher: Bloomberg Press, 2004
• ISBN: 1576601471, 9781576601471
• Length: 256 pages
• Subjects: Business & Economics / Marketing / General