Brands and branding /
Clifton, Rita,
Brands and branding / Rita Clifton and John Simmons ; with Sameena Ahmad [and others]. - xv, 256 pages : illustrations ; 22 cm
Includes bibliographical references and index.
Preface / Introduction / The case for brands -- What is a brand? / The financial value of brands / The social value of brands / What makes brands great / Best practice in branding -- Brand positioning and brand creation / Brand experience / Visual and verbal identity / Brand communications / The public relations perspective on branding / Brand protection / The future for brands -- Globalisation and brands / An alternative perspective on brands: markets and morals / Branding in South-East Asia / Branding places and nations / The future of brands / Patrick Barwise -- Rita Clifton -- Tom Blackett -- Jan Lindemann -- Steve Hilton -- Chuck Brymer -- Anne Bahr Thompson -- Shaun Smith -- Tony Allen and John Simmons -- Paul Feldwick -- Deborah Bowker -- Allan Poulter -- Sameena Ahmad -- Deborah Doane -- Kim Faulkner -- Simon Anholt -- Rita Clifton. Pt. 1. 1. 2. 3. 4. Pt. 2. 5. 6. 7. 8. 9. 10. Pt. 3. 11. 12. 13. 14. 15.
"Written by 17 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand."--BOOK JACKET.
186197664X 9781861976642
Brand name products.
HD69.B7 / B736 2003
658.827
Brands and branding / Rita Clifton and John Simmons ; with Sameena Ahmad [and others]. - xv, 256 pages : illustrations ; 22 cm
Includes bibliographical references and index.
Preface / Introduction / The case for brands -- What is a brand? / The financial value of brands / The social value of brands / What makes brands great / Best practice in branding -- Brand positioning and brand creation / Brand experience / Visual and verbal identity / Brand communications / The public relations perspective on branding / Brand protection / The future for brands -- Globalisation and brands / An alternative perspective on brands: markets and morals / Branding in South-East Asia / Branding places and nations / The future of brands / Patrick Barwise -- Rita Clifton -- Tom Blackett -- Jan Lindemann -- Steve Hilton -- Chuck Brymer -- Anne Bahr Thompson -- Shaun Smith -- Tony Allen and John Simmons -- Paul Feldwick -- Deborah Bowker -- Allan Poulter -- Sameena Ahmad -- Deborah Doane -- Kim Faulkner -- Simon Anholt -- Rita Clifton. Pt. 1. 1. 2. 3. 4. Pt. 2. 5. 6. 7. 8. 9. 10. Pt. 3. 11. 12. 13. 14. 15.
"Written by 17 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand."--BOOK JACKET.
186197664X 9781861976642
Brand name products.
HD69.B7 / B736 2003
658.827