Brands and Branding

Brands and Branding

3.27 (18 ratings by Goodreads)
  • Hardback
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Description

This is the definitive book about brands and branding, written by some of the leading experts in the field. Brands today are key engines of economic strength. Far from being a superficial or cosmetic communications exercise, brands have become a central organising principle behind many ambitious companies. This authoritative book contains contributions from some of the field's leading practitioners, academics and consultants, analysing the nature and benefits of brands - particularly in terms of their sustainable business value and their wider social advantages. It not only explains the economic strength and importance of brands, but also will frame thinking on the best practice of branding now and for the future.show more

Product details

  • Hardback | 256 pages
  • 142 x 216 x 28mm | 381.02g
  • Profile Books Ltd
  • Economist Books
  • London, United Kingdom
  • 186197664X
  • 9781861976642
  • 1,292,253

Review quote

A serious look by a dozen well qualified academics and business consultants at the mysterious yet ubiquitous phenomenon of the commercial brand, which often seems to conjure value out of thin air. A brand can be the most valuable part of a company, even when the profitability of a company is questionable. Yet brand value can also be hugely volatile, as prone to the vagaries of public opinion as political reputations. And our emotional attachment as customers to brands provides conclusive proof that Economic Man is a far from rational animal. Detailed, thorough, definitive. One of the most authoritative studies to date, and certainly the one with the best brand for a business book, The Economist.show more

About Rita Clifton

The contributors are leading practitioners, academics, commentators and consultants in the field of brands - including Rita Clifton (CEO of Interbrand), Sam Ahmad (The Economist), Mark Ritson (London Business School), Paul Feldwick (BMP DDB), Tom Long (Coca Cola), Deborah Bowker (Burson Marsteller).show more

Rating details

18 ratings
3.27 out of 5 stars
5 11% (2)
4 17% (3)
3 61% (11)
2 11% (2)
1 0% (0)
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