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Brands and Branding, Second Edition (Economist Books) by [edited by] Rita Clifton; with Sameena Ahmad ... [et al.] is a business book available to read on EtoBox.

What is Brands and Branding, Second Edition (Economist Books) about?

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. &nbsp; <p>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. &nbsp;</p> <p>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 <i>Brands</i> <i>and Branding</i> 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, th

Who reads Brands and Branding, Second Edition (Economist Books)?

Author

[edited by] Rita Clifton; with Sameena Ahmad ... [et al.]

Publisher

New York: Bloomberg Press

Published

2009

Language

EN

ISBN

9781576603505

Category

business

Subjects

Management, Marketing, Business

Rating

4.4 / 5 (18 ratings)

Updated

2026-03-14