Brands and branding /
Brands and branding /
[edited by] Rita Clifton and John Simmons ; with Sameena Ahmad [and others].
- xv, 256 pages : illustrations (some colour) ; 22 cm.
- Economist series .
- Economist series. .
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.
1576601471 9781576601471
2003063819
Brand name products
Branding (Marketing)
Brand name products--Management
Brand name products--Forecasting
HD69.B7 / B733 2004
658.827
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.
1576601471 9781576601471
2003063819
Brand name products
Branding (Marketing)
Brand name products--Management
Brand name products--Forecasting
HD69.B7 / B733 2004
658.827