Download e-book for kindle: Brands and Branding (2nd Edition) (The Economist) by Rita Clifton

By Rita Clifton

ISBN-10: 1847650007

ISBN-13: 9781847650009

Even though the stability sheet would possibly not even positioned a price on it, a company's model or its portfolio of manufacturers is in lots of situations its Most worthy asset, accounting for up to 70% of a firm's industry price sometimes. This e-book argues that due to this and thanks to the facility of not-for-profit manufacturers like Oxfam, all enterprises may still make the logo their critical establishing precept, guiding each motion and decision.
Divided into 3 elements and written by means of 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 longer term for manufacturers. It contains chapters on model valuation, what makes a model nice, model process, model event, visible and verbal identification, model communications, model security and new chapters on branding in India and types in a electronic global.

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

Example text

Starbucks was criticised for its opposition to an application by the Ethiopian government to register the Sidamo, Harar and Yirgacheffe names of coffee varieties as trade marks. The government planned to allow buyers of these beans – which include Starbucks – to take licences to use these names; however, it did not intend to charge a fee. Rather it argued that users should focus on promotional efforts to boost 62 demand. Prices should then rise in response, a classic commodity branding strategy that would benefit both producers and their customers.

There seem to be several potential explanations. 43 Lack of understanding Perhaps the first and most obvious is a lack of full understanding among some senior managers about what successful branding really is. If branding is treated as a cosmetic exercise only, and regarded merely as a new name/ logo, stationery and possibly a new advertising campaign, it will have only a superficial effect at best. Indeed, if this “cosmetic” approach is applied in an effort to make a bad or confused business look more attractive, it is easy to see why these so-called “rebranding” exercises encourage such cynicism.

But in first place he put brand. Even in hard times, brand is the key to protection and growth. Yet even if that is accepted in theory, there is clearly still a strong need to explain and champion to a wider audience what brands and branding can really do, just how central they are to sustainable wealth creation – and, of course, how to achieve that in practice. As one chief executive noted, those who move from the traditional idea that the brand is about advertising and marketing to using the brand as the organising idea in their corporate strategy, to touch and inform everything they and their people make, do and say, may find that they “have made more progress as a business than we achieved in the previous ten years”.

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

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