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Brands and branding

Author: Rita Clifton; Sameena Ahmad
Publisher: London : Profile Books, 2009.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Database:WorldCat
Summary:
What are brands and what real value do they add? Leading experts in the field examine the importance of brands and how you create and maximise brand value.
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Document Type: Book
All Authors / Contributors: Rita Clifton; Sameena Ahmad
ISBN: 9781846681196 1846681197
OCLC Number: 280432171
Notes: Previous edition: 2003.
Published in association with the Economist.
Description: xvii, 284 pages, [16] pages of plates : illustrations ; 23 cm
Contents: Introduction / Rita Clifton --
What is a brand? / Tom Blackett --
The financial value of brands / Jan Lindemann --
The social value of brands / Giles Gibbons --
What makes brands great / Jez Frampton --
Brand strategy / Iain Ellwood --
Brand experience / Shaun Smith --
Visual and verbal identity / Tony Allen and John Simmons --
Brand communications / Paul Feldwick --
The public relations perspective on branding / Deborah Bowker --
Brand protection / Allan Poulter --
Globalisation and brands / Sameena Ahmad --
Branding in asia / Jonathan Chajet --
From elephant to tiger : brands and branding in india / Max Raison --
Branding places and nations / Simon Anholt --
Brand 2.0 : brands in a digital world / Andy Hobsbawm --
An alternative perspective on brands : markets and morals / Deborah Doane --
The future of brands / Rita Clifton.
Responsibility: Rita Clifton with Sameena Ahmad [and others].

Abstract:

Although the balance sheet may not even put a value on it, a company's brand or its portfolio of brands is in many cases its most valuable asset, accounting for as much as 70 per cent of a firm's  Read more...

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