TY  - BOOK
AU  - Clifton,Rita
AU  - Simmons,John
TI  - Brands and branding
SN  - 186197664X
AV  - HD69.B7 B736 2003
U1  - 658.827 22
PY  - 2003///]
CY  - London
PB  - The Economist in association with Profile Books
KW  - Brand name products
N1  - 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
N2  - "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
ER  -