Brands and branding / Rita Clifton and John Simmons ; with Sameena Ahmad [and others].
Material type: TextPublisher: London : The Economist in association with Profile Books, [2003]Copyright date: ©2003Description: xv, 256 pages : illustrations ; 22 cmContent type:- text
- unmediated
- volume
- 186197664X
- 9781861976642
- 658.827 22
- HD69.B7 B736 2003
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 658.827 BRA (Browse shelf(Opens below)) | 1 | Available | A411536B |
Includes bibliographical references and index.
Preface / Patrick Barwise -- Introduction / Rita Clifton -- Pt. 1. The case for brands -- 1. What is a brand? / Tom Blackett -- 2. The financial value of brands / Jan Lindemann -- 3. The social value of brands / Steve Hilton -- 4. What makes brands great / Chuck Brymer -- Pt. 2. Best practice in branding -- 5. Brand positioning and brand creation / Anne Bahr Thompson -- 6. Brand experience / Shaun Smith -- 7. Visual and verbal identity / Tony Allen and John Simmons -- 8. Brand communications / Paul Feldwick -- 9. The public relations perspective on branding / Deborah Bowker -- 10. Brand protection / Allan Poulter -- Pt. 3. The future for brands -- 11. Globalisation and brands / Sameena Ahmad -- 12. An alternative perspective on brands: markets and morals / Deborah Doane -- 13. Branding in South-East Asia / Kim Faulkner -- 14. Branding places and nations / Simon Anholt -- 15. The future of brands / Rita Clifton.
"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.
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