Branding : a very short introduction / Robert Jones.

Format:

Book

Author/Creator:

Jones, Robert, author.

Series:

Very short introductions ; 527.

Very Short Introductions ; 527

Language:

English

Subjects (All):

Branding (Marketing).

Brand name products.

Physical Description:

136 pages : illustrations ; 18 cm.

Edition:

First edition.

Place of Publication:

Oxford ; New York, NY : Oxford University Press, 2017.

Summary:

In this 'Very Short Introduction' Robert Jones discusses the rising omnipresence of brands, and analyses how they work their magic. He considers the incredible potency of brands as a commercial, social, and cultural force, and looks at the many different kinds of brands that exist - from products, services, and artistic properties, to companies, charities, sports clubs, and political parties. Defining what we mean by the word 'brand', he explores both the positive and negative aspects of brands. Finally Jones considers the business of branding, and asks whether the idea of brands and branding is starting to decline, or whether it has a long future ahead.

Contents:

1 The triumph of branding 3

2 What is 'branding'? 15

3 The history of branding 27

4 How branding works 45

5 The branding business 63

6 Branding projects 80

7 The ethics of branding 97

8 A future for branding? 108.

Notes:

Includes bibliographical references, webliography and index.

ISBN:

9780198749912

0198749910

OCLC:

990133673

Publisher Number:

99974854208