Brands & branding

Format:

Book

Author/Creator:

Clifton, Rita, author.

Alberta. Animal Industry Division.

Contributor:

Ahmad, Sameena, contributor.

Series:

Economist series.

The economist

Gale eBooks

Language:

English

Subjects (All):

Brand name products.

Branding (Marketing).

Brand name products--Management.

Brand name products--Forecasting.

Physical Description:

1 online resource (xvii, 284 pages, 16 unnumbered pages of plates) : illustrations (some color).

1 online resource

Edition:

Second edition.

Place of Publication:

Stettler, Alta Alberta Agriculture, Animal Industry Division, Regulatory Services Branch 1988. -- 1988

Summary:

Although the balance sheet may not even put a value on it, a company's brand or its portfolio of brands is in many cases its most valuable asset, accounting for as much as 70% of a firm's market value in some cases. This book argues that because of this and because of the power of not-for-profit brands like Oxfam, all organisations should make the brand their central organising principle, guiding every action and decision. Divided into three parts and written by eighteen experts on the subject, this fully revised and updated guide to brands and branding examines the case for brands, outlines best practice and the future for brands. It includes chapters on brand valuation, what makes a brand great, brand strategy, brand experience, visual and verbal identity, brand communications, brand protection and new chapters on branding in India and brands in a digital world.

Contents:

pt. 1. The case for brands

pt. 2. Best practice in branding

pt. 3. The future for brands.

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on publisher supplied metadata and other sources.

ISBN:

9786611031688

9781847651174

1847651178

9781281031686

1281031682

9781847650009

1847650007

OCLC:

843112853