Brands and branding / Rita (ed) Clifton.

Brands and branding / Rita (ed) Clifton.

xv, 256 pages ; [28] cm.

1576601471
9781576601471 alk. paper
1847650007 electronic book
9781847650009 electronic book
1281031682
9781281031686
9781861976642
186197664X
1847651178
9781847651174
9786611031688
6611031685

K 332 CLI.B

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.

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.

Includes bibliographical references and index.

economist series.

Princeton, Nj : Bloomberg Press, 2003.

eng