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Brands and Branding

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ISBN-10: 1576601471

ISBN-13: 9781576601471

Edition: 2nd 2004

Authors: Economist Publications Staff, Rita Clifton, John Simmons

List price: $32.95
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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.
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Book details

List price: $32.95
Edition: 2nd
Copyright year: 2004
Publisher: John Wiley & Sons, Incorporated
Publication date: 2/1/2004
Binding: Hardcover
Pages: 256
Size: 5.50" wide x 8.50" long x 1.00" tall
Weight: 1.188

RITA CLIFTON is the head of Interbrand London.

John Simmons is a consultant and author whose books have been internationally influential. A former director of Newell and Sorrell and Interbrand, he has worked with clients such as Diageo and Unilever to help them create a distinctive tone of voice and to tell their stories better. Now an independent consultant and director of brand language at www.thewriter.co.uk, he writes regularly for the media and runs writing workshops for individuals and businesses. He is a co-founder of 26 ( www.26.org.uk ), a U.K.-based non-profit collective that champions the cause of better writing in business.

The authors
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
Index