By Rita Clifton

ISBN-10: 1576603504

ISBN-13: 9781576603505

With contributions from top model specialists all over the world, this precious source delineates the case for manufacturers (financial worth, social price, etc.) and appears at what makes yes manufacturers nice. It covers most sensible practices in branding and likewise seems on the way forward for manufacturers within the age of globalization.  

Although the stability sheet won't even placed a price on it, a company’s model or its portfolio of manufacturers is its most beneficial asset. For famous businesses it's been calculated that the emblem can account for up to eighty percentage in their marketplace worth.  

This ebook argues that due to this and due to the facility of not-for-profit manufacturers just like the pink move or Oxfam, all enterprises may still make the emblem their vital establishing precept, guiding each determination and each motion. in addition to making the case for manufacturers and analyzing the argument of the anti-globalisation circulation that manufacturers are bullies which do damage, this moment version of Brands and Branding offers a professional overview of top perform in branding, overlaying every thing from model positioning to model security, visible and verbal identification and model communications. finally, the 3rd a part of the publication appears to be like at developments in branding, branding in Asia, particularly in China and India, manufacturers in a electronic international and the long run for manufacturers.  

Written by way of 19 specialists within the box, Brands and Branding units out to supply a greater knowing of the position and significance of manufacturers, in addition to a wealth of insights into how one builds and sustains a profitable model.

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It is ancient-forest friendly. The printer holds FSC chain of custody SGS-COC-2061 Contents The authors Preface Patrick Barwise Part 1 The case for brands 1 Introduction Rita Clifton 2 What is a brand? 0: brands in a digital world Andy Hobsbawm 17 An alternative perspective on brands: markets and morals Deborah Doane 18 The future of brands Rita Clifton Index The authors Rita Clifton is a leading practitioner, author and commentator on brands and branding, and has worked with many of the world’s most successful companies.

America’s dominance of the TV, internet and media markets has ensured that American brands (and, indeed, Brand America) still dominate global markets in their turn; and although the production and servicing facilities for brands benefit from regional flexibility, those that own the brands own the greatest wealth. One of the reasons that China has not been satisfied with being the “factory of the world” is that it recognises that “he who owns the brand owns the wealth” and is busy trying to build its own world-class brands.

As always in marketing, the specifics vary enormously, but there are a number of common themes. Brand measurement, accountability and understanding To manage brand equity (or anything) successfully requires current, valid data. This includes diagnostic data about why the brand is where it is. Few brand owners do this well. Customer/consumer insight can come from many sources, including direct customer contact (“immersion”) as well as formal market research, customer database analysis, learning from operations (for example, complaints) and market intelligence.

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Brands and Branding, Second Edition by Rita Clifton

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