The Econosphere: What Makes the Economy Really Work, How to Protect It, and Maximize Your Opportunity for Financial Prosperity 1st Edition
August 30, 2017Managing in a Downturn: Leading Business thinkers on how to grow when markets don’t (Financial Times Series)
August 30, 2017Brands and Branding, Second Edition (Economist Books)
With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization.
Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value.
This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands.
Written by 19 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.
ISBN: 9781846681196
Hardcover
$48.80 Original price was: $48.80.$24.40Current price is: $24.40.
Only 1 left in stock
Related products
-
Paw Patrol: Group Hug!
$16.90It’s Skye to the rescue!
This board book features two plush arms that let Skye “hug” the front cover. Inside, she celebrates friendship as she comes to the aid of several different animals.
ISBN: 9780794440688
-
Plants and Trees Activity Book
$7.90This children’s activity book is filled with activities for ages six and over. Packed with bright and lively pictures to interest, enrich a child’s knowledge, and help them explore the world of plants and trees.
ISBN: 9788131934395