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Brands and branding / Rita (ed) Clifton.
2003
K 332 CLI.B
Available at WIPO Library
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Details
Title
Brands and branding / Rita (ed) Clifton.
Description
xv, 256 pages ; [28] cm.
ISBN
1576601471
9781576601471 alk. paper
1847650007 electronic book
9781847650009 electronic book
1281031682
9781281031686
9781861976642
186197664X
1847651178
9781847651174
9786611031688
6611031685
9781576601471 alk. paper
1847650007 electronic book
9781847650009 electronic book
1281031682
9781281031686
9781861976642
186197664X
1847651178
9781847651174
9786611031688
6611031685
Alternate Call Number
K 332 CLI.B
Summary
Brands today are key engines of economic strength. Far from being a superficial or cosmetic communications exercise, brands have become a central organising principle behind many ambitious companies. This authoritative book contains contributions from some of the field's leading practitioners, academics and consultants, analysing the nature and benefits of brands - particularly in terms of their sustainable business value and their wider social advantages. This is the definitive business book on brands and branding. It not only explains the economic strength and importance of brands, but als.
Note
Ordered from amazon.de, December 2004, 30 euros. Table of Contents Part 1 : The Case for Brands 1. Blackett, Tom. "What is a brand?" 2. Lindemann, Jan. "The financial value of brands" 3. Hilton, Steve. "The social value of brands" 4. Brymer, Chuck. "What makes brands great" Part 2 : Best Practice for Branding 5. Bahr Thompson, Anne. "Brand positioning and brand creation" 6. Smith, Shaun. "Brand experience" 7. Allen, Tony and John Simmons. "Visual and verbal identity" 8. Feldwick, Paul. "Brand communications" 9. Bowker, Deborah. "The public relations perspective on branding" 10. Poulter, Allan. "Brand protection" Part 3 : The Future for Brands 11. Ahmand, Sameena. "Globalisation and brands" 12. Doane, Deborah. "An alternative perspective on brands : markets and morals" 13. Faulkner, Kim. "Branding in South-East Asia" 14. Anholt, Simon. "Branding places and nations" 15. Clifton, Rita. "The future of brands" Index.
Bibliography, etc. Note
Includes bibliographical references and index.
Formatted Contents Note
What is a brand? / Tom Blackett
The financial value of brands / Jan Lindemann
The social value of brands / Steve Hilton
What makes brands great / Chuck Brymer
Brand positioning and brand creation / Anne Bahr Thompson
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
An alternative perspective on brands : markets and morals / Deborah Doane
Branding in South-East Asia / Kim Faulkner
Branding places and nations / Simon Anholt
The future of brands / Rita Clifton.
The financial value of brands / Jan Lindemann
The social value of brands / Steve Hilton
What makes brands great / Chuck Brymer
Brand positioning and brand creation / Anne Bahr Thompson
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
An alternative perspective on brands : markets and morals / Deborah Doane
Branding in South-East Asia / Kim Faulkner
Branding places and nations / Simon Anholt
The future of brands / Rita Clifton.
Series
Series
economist series.
Published
Princeton, Nj : Bloomberg Press, 2003.
Language
English
Record Appears in
all