By Rita Clifton

ISBN-10: 1847650007

ISBN-13: 9781847650009

Even if the stability sheet won't even positioned a price on it, a company's model or its portfolio of manufacturers is in lots of instances its most precious asset, accounting for up to 70% of a firm's marketplace price now and again. This publication argues that due to this and thanks to the facility of not-for-profit manufacturers like Oxfam, all companies may still make the emblem their imperative setting up precept, guiding each motion and decision.
Divided into 3 components and written via eighteen specialists at the topic, this absolutely revised
and up-to-date consultant to manufacturers and branding examines the case for manufacturers, outlines most sensible perform and the long run for manufacturers. It contains chapters on model valuation, what makes a model nice, model process, model adventure, visible and verbal identification, model communications, model safeguard and new chapters on branding in India and types in a electronic international.

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Extra resources for Brands and Branding (2nd Edition) (The Economist)

Sample text

In shareholding societies there is intense interest in both the behaviour and the performance of quoted companies; and with the advent of the internet such companies find themselves increasingly in the “global fishbowl”, where damaging news or opinions travel fast and 61 wide. Reputation is paramount, and companies that are known for the quality of their products and services, their integrity and the transparency of their actions are the ones best placed to sustain a competitive advantage. In the pharmaceuticals industry, for example, large corporations such as GlaxoSmithKline, Merck, Pfizer, Roche and Novartis all depend upon the development of successful new drugs for future profitability.

Brands have been successful because people want them; and every organisation’s need to protect its reputation (and so its corporate value) is a rather efficient stimulus for them to behave well. If the “anti” fervour of that time died down in the mid-2000s, the momentous financial events of 2008, and the impact on the “real” economy, look likely to challenge people’s views again about whether capitalism – and by implication the 34 brands that symbolise it – should have the freedom to operate it has enjoyed.

It is not exaggerating to say that this means every organisation should pay more central attention to its brands. Brands – whether product, service, retail or corporate, consumer or business-to-business – are demonstrably the most important and sustainable asset any organisation has. While founding individuals might die, buildings fall down, and products and technologies become obsolete, brands live on if they are managed well – and are allowed to play the central managing and organising role that they justify.

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Brands and Branding (2nd Edition) (The Economist) by Rita Clifton


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