Get Brands and Branding, Second Edition PDF

By Rita Clifton

ISBN-10: 1576603504

ISBN-13: 9781576603505

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

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

This e-book argues that due to this and due to the ability of not-for-profit manufacturers just like the purple pass or Oxfam, all corporations may still make the emblem their significant setting up precept, guiding each selection and each motion. in addition to making the case for manufacturers and interpreting the argument of the anti-globalisation circulation that manufacturers are bullies which do damage, this moment version of Brands and Branding offers knowledgeable overview of top perform in branding, masking every little thing from model positioning to model security, visible and verbal id 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 global and the longer term for manufacturers.  

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

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Extra info for Brands and Branding, Second Edition

Sample text

The economic importance of brands Certainly, all the hard economic evidence is there for the central importance of the brand. While the brand clearly belongs in the “intangible” assets of an organisation, this hardly makes its economic contribution and importance any less real. For example, the intangible element of the combined market capitalisation of Standard & Poor’s 500 companies has increased to around 80%, compared with some 30% 20 years ago, and it is likely to grow even further as tangible distinctions between businesses become less sustainable.

From this we can safely say that symbols (rather than initials or names) were the earliest visual form of brands. In Ancient Rome, principles of commercial law developed that acknowledged the origin and title of potters’ marks, but this did not deter makers of inferior pots from imitating the marks of well-known makers in order to dupe the public. In the British Museum there are even examples of imitation Roman pottery bearing imitation Roman marks, which were made in Belgium and exported to Britain in the first century AD.

He is the author of Wonder Woman: Marketing Secrets for the Trillion Dollar Customer and The Essential Brand Book and a regular press commentator on marketing and branding issues. He is a Fellow of the Royal Society of Arts (FRSA), a member of the Chartered Institute of Marketing (MCIM) and a member of the Marketing Society. Paul Feldwick worked for over 30 years at BMP, now DDB London, one of the agencies that invented Account Planning. He has been convenor of judges for the IPA Advertising Effectiveness Awards, chair of the APG and of the AQR, and is a fellow of the MRS and of the IPA.

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Brands and Branding, Second Edition by Rita Clifton


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