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000025189 010__ $$a  2009007614
000025189 020__ $$a9781576603505 
000025189 020__ $$z1576603504$$qalk. paper
000025189 035__ $$a(wipo)15632397
000025189 035__ $$a(OCoLC)754887348
000025189 040__ $$aDLC$$beng$$erda$$cDLC$$dCaBNVSL
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000025189 05000 $$aHD69.B7$$bB733 2009
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000025189 1001_ $$aClifton, Rita.,$$eauthor.
000025189 24510 $$aBrands and branding /$$cRita Clifton ; with Sameena Ahmad [and others].
000025189 250__ $$a2 edition.
000025189 264_1 $$aNew York :$$bBloomberg Press,$$c2009.
000025189 300__ $$axvii, 284 pages :$$bcolor illustrations ;$$c23 cm.
000025189 336__ $$atext$$btxt$$2rdacontent
000025189 337__ $$aunmediated$$bn$$2rdamedia
000025189 338__ $$avolume$$bnc$$2rdacarrier
000025189 4901_ $$aThe Economist
000025189 504__ $$aIncludes bibliographical references and index.
000025189 5050_ $$a1. The case for brands; 2. Best practice in branding; 3. The future for brands.
000025189 5050_ $$aIntroduction / Rita Clifton -- What is a brand? / Tom Blackett -- The financial value of brands / Jan Lindemann -- The social value of brands / Giles Gibbons -- What makes brands great / Jez Frampton -- Brand strategy / Iain Ellwood -- Brand experience / Shaun Smith -- Visual and verbal identity / Tony Allen and John Simmons -- Brand communications / Paul Feldwick -- The public relations perspective on branding / Deborah Bowker -- Brand protection / Allan Poulter -- Globalisation and brands / Sameena Ahmad -- Branding in asia / Jonathan Chajet -- From elephant to tiger : brands and branding in india / Max Raison -- Branding places and nations / Simon Anholt -- Brand 2.0 : brands in a digital world / Andy Hobsbawm -- An alternative perspective on brands : markets and morals / Deborah Doane -- The future of brands / Rita Clifton.
000025189 520__ $$aWith contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. 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 well-known companies it has been calculated that the brand can account for as much as 80 percent of their 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 organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. - Publisher.
000025189 650_0 $$aManagement$$zChina.
000025189 650_0 $$aForecasting$$zChina.
000025189 650_0 $$aBrand name products.
000025189 650_0 $$aBrand name products$$zChina.
000025189 650_6 $$aStratégie de marque.
000025189 650_6 $$aProduits de marque.
000025189 651_0 $$aIndia$$xCommerce$$xLaw and legislation.
000025189 651_0 $$aChina$$xCommerce$$xLaw and legislation.
000025189 7001_ $$aSimons, John,$$eeditor.
000025189 7001_ $$aAhmad, Sameena,$$eauthor.
000025189 7001_ $$aClifton, Rita,$$d1958-
000025189 830_0 $$aEconomist.
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000025189 942__ $$cMON$$jK 332 CLI.B
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000025189 955__ $$axj12 2009-02-20$$ixj12 2009-02-20 (telework)$$ard05 2009-03-02
000025189 980__ $$aBIB
000025189 999__ $$c27527$$d27527