1576601471 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.