02731oam 2200577 450 991067928610332120190911112724.01-84765-117-81-281-03168-297866110316881-84765-000-7(OCoLC)843112853(MiFhGG)GVRL8EDU(EXLCZ)99100000000033625120140321d2009 uy 0engurun|---uuuuatxtrdacontentcrdamediacrrdacarrierBrands and branding /Rita Clifton ; with Sameena Ahmad [and others]Second edition.London Profile Books2003London :Profile Books Ltd.,2009.1 online resource (xvii, 284 pages, 16 unnumbered pages of plates) illustrations (some color)The economistGale eBooksDescription based upon print version of record.1-84668-119-7 1-86197-664-X Includes bibliographical references and index.pt. 1. The case for brands -- pt. 2. Best practice in branding -- pt. 3. The future for brands.Although the balance sheet may not even put a value on it, a company's brand or its portfolio of brands is in many cases its most valuable asset, accounting for as much as 70% of a firm's market value in some cases. This book argues that because of this and because of the power of not-for-profit brands like Oxfam, all organisations should make the brand their central organising principle, guiding every action and decision. Divided into three parts and written by eighteen experts on the subject, this fully revised and updated guide to brands and branding examines the case for brands, outlines best practice and the future for brands. It includes chapters on brand valuation, what makes a brand great, brand strategy, brand experience, visual and verbal identity, brand communications, brand protection and new chapters on branding in India and brands in a digital world.Economist series.Brand name productsBranding (Marketing)Brand name productsManagementBrand name productsForecastingBrand name products.Branding (Marketing)Brand name productsManagement.Brand name productsForecasting.658.827Clifton Rita621067Ahmad SameenaMiFhGGMiFhGGBOOK9910679286103321Brands and branding2561248UNINA