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Brands and branding / Rita Clifton and John Simmons ; with Sameena Ahmad [and others].

By: Contributor(s): Material type: TextTextPublisher: London : The Economist in association with Profile Books, [2003]Copyright date: ©2003Description: xv, 256 pages : illustrations ; 22 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 186197664X
  • 9781861976642
Subject(s): DDC classification:
  • 658.827 22
LOC classification:
  • HD69.B7 B736 2003
Contents:
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.
Review: "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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Holdings
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.

Machine converted from AACR2 source record.

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